Lucid Motors is by no means new to the world of electric vehicles. Since its inception in 2007, the company has grown into a luxury electric vehicle automaker, most recently hitting the radar of the average consumer. The “Dream Edition” version of its flagship electric vehicle, the Lucid Air, was originally scheduled for delivery last spring, but is now arriving “in the second half of 2021”.
News of the delay came shortly after Lucid announced its pending business combination with CCIV last February, and completing that IPO has become a major focus for the automaker ever since.
With the merger now complete and Lucid Motors listed on Nasdaq as $ LCID, the company has refocused on expanding its pool of potential customers and brand fans, starting with New York.
Last week, Lucid started tweeting about these large black containers that had popped up in parts of New York City, including Hudson Yards, Madison Park, and the Financial District.
The internet immediately began to marvel at what these boxes could mean – Is it a VR experience? Is this a new EV ad? Is this the head of Detective David Mills’ wife?
Following the opening of the boxes in NYC on Sunday, we now know that this is part of a new Lucid Motors campaign around its Air sedan.
Lucid Motors presents Air sedan in New York as part of major campaign
As first reported by Ad age, Lucid’s mystery stunt in New York City is part of a much larger campaign to promote the Air sedan, following the approved merger with CCIV.
The U.S. automaker removed the sides of large black containers on Sunday to reveal its glass-encased Air sedans for all to read.
As part of the campaign, Lucid Motors ran full-page ads in both New York Times and the le journal Wall Street not only to celebrate its public listing in New York, but also to promote the Air.
This “unpacking” may be less surprising to New York residents who have been able to see the mystery boxes up close. Before the jewelry boxes containing the Airs were revealed, passers-by could peek and scan a QR code, leading them to a video of driving sequences of the upcoming Air sedan.
Lucid’s next goal will be to continue to market its zero-emission luxury Air EV and advertised 500-mile range on a single charge. Their biggest obstacle now will be convincing these consumers to pay $ 70,000 to $ 170,000 for this kind of luxury.
At the moment, we are still (patiently) waiting for a concrete delivery window on the Dream Edition Air.
WHAT’S IN THE BOX?!? I’ve been shouting this question into the void of my laptop screen all week and finally got my answer: it’s Air. It’s not that I’m disappointed with the news; I just hoped there was a little more than that.
If you couldn’t tell by Lucid and CCIV’s pressing effort last week to rally shareholders to vote to approve the merger, the automaker has been very busy with this pending vote since February. It’s now approved, however, and we can all refocus on the most exciting things – new EVs.
Lucid’s VP of Marketing spoke briefly about it, but it’s important to highlight Lucid’s marketing strategy here.
Boxes and full-page ads aren’t necessarily new tactics for arousing curiosity and fandom. However, Lucid’s IPO and the audiences it promotes represent a new group of people: those who aren’t just swallowed up by Wall Street and finances, but not just ordinary consumers buying a new vehicle.
These people may have been doing their homework in their spare time outside of their jobs off Wall Street and owning Lucid shares on the Robinhood or WeBull apps.
Overall, this IPO isn’t just a celebration for the company and is no longer just for savvy traders on the NYSE floor. With more and more daily consumers learning about and joining companies like Lucid, this merger has become as much a cultural movement as it is a financial one.
Lucid seems to have anticipated this and had the foresight to lead that momentum into an advertising campaign. As a result, he hopes to transfer the hype around the company itself with fanfare for deliveries of its first upcoming EV… when it can be…
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