Why the launch of an electric vehicle takes Lucid Motors ‘post-luxury’ marketing approach

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“Going public has always been a matter of financial history – you target people in the financial media and institutional investors,” he said. But it is becoming more and more important because of the financial expansion of our world, such as Robin. For Lucid, the IPO is “another marketing point where we can tell people about Lucid, tell them about our business and, in principle, join our mission to accelerate the sustainability of this invitation.”

This is not the first time Lucid has tried to hint at expensive media purchases. In May, Tesla Tesla co-founder Elon Musk aired a “Saturday Night Live” broadcast on NBC. An advertisement by Lucid’s Innovative Production Team and the agency Eric and Calman was a move to roll up the music and attract the attention of longtime EV leader Tesla’s loyalists.

But Curry Lucid says it is primarily targeting buyers of traditional luxury automation brands such as Mercedes-Benz, BMW and Audi.

“Tesla has done an amazing job of opening up the market by showing a real interest in electric vehicles,” he said. We think there is a chance to go beyond that.

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He added, “In our research, most consumers do not consider Tesla a luxury – they probably consider it a premium, but not a luxury. We think most of our luxury competition is from those traditional luxury products.

Carrie knows the luxury room well. After staying in Jaguar, Ferrari and Audi, he joined Lucid in May. At Lucid, he is moving away from the signs of prosperity and happiness to more realistic product values, such as engineering excellence to consumers’ aspirations. It says, “They buy with quality, they buy with substance and quality, rather than pure material.”

The trick for Lucid is to persuade forks on big dollars to buy a product without a record. Ludik Air costs about $ 77,000 for the basic model and up to $ 160,000 for the “Air Dream Dream” edition up to 503 miles.

As Luxury competitors pour billions into EV development, Lucid’s market pressure comes. Last week, Mercedes Benz planned to spend $ 47 billion on electricity, Bloomberg News reported. “The signal is approaching and we will be ready when the markets turn to electricity only at the end of this decade,” said CEO Ola Calenius in a statement. “This move calls for deep redistribution of capital.

Lucid poses as EVI’s “specialist”: An approach Carry says still separates its products from gas competitors, who still rely heavily on gas power for vehicle sales. “We see Lucid buyers looking to buy from professionals,” he says.

Like its luxury competitors, Lucid does not sell cars to franchise dealers. He relied heavily on consumer online transactions when he showed the models in studios, as he opened in Manhattan last month.

New York is one of the few states in the world that prohibits direct sales to consumers, so Lucid can’t close any deals in the showroom. New York is the eighth Lucid studio. The company plans to add 11 more by the end of the year, including in Chicago, San Francisco, Phoenix, Long Island, Boston, Vancouver and San Diego.

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