Lucid is using an artificial intelligence agent it calls “Lucid Concierge” to send individual sales emails to people in its marketing database, according to an email sent to EV‘s founder and the message’s technical headers.
The email, sent on Monday from [email protected], carries an AI-related disclosure at the bottom: “Lucid Concierge is powered by artificial intelligence, not a human, and it may make mistakes.”
It is unclear when Lucid began using the agent and which AI model powers it.
What the Email Says
The email went out at 3:48 p.m. Pacific time on Monday and opened with the recipient’s first name.
“A lot has happened since you first signed up with us,” it began, before pitching California’s MyFirstEV programme.
It said a first-time electric vehicle buyer “may qualify for a $3,500 discount off a new Lucid — on top of any current Lucid offers,” and noted that the current round of offers expires on September 30.
The email described the Gravity as “a full-size electric SUV with up to 450 miles of EPA-estimated range,” and said the Air sedan comes “with options spanning from $64,900 right through to the performance flagship.”
“Both have strong availability near LA right now,” it said.
It closed with a question inviting a reply: whether the recipient was thinking of a sedan or an SUV, “or is something else driving your interest?”
MyFirstEV
MyFirstEV is open only to California residents buying or leasing their first electric vehicle.
Outside California, Lucid funds its own $3,500 first-time buyer credit, called Lucid Go Electric, for US customers only. It cannot be combined with MyFirstEV.
The email claims that the discount comes “on top of any current Lucid offers.”
Sent Through Lucid’s Salesforce
The message headers show the email was sent through Lucid’s own Salesforce account.
The headers classify it as a single email sent by custom code inside Salesforce, not a bulk marketing campaign. That is consistent with an agent that writes and sends one message per person.
The recipient is stored in Lucid’s Salesforce as a sales lead, according to the record identifier carried in the headers and in a hidden field in the email.
Salesforce sells its own AI agents for following up on sales leads. The headers do not show whether Lucid uses one of them or a different model connected to its Salesforce system.
A Rebuilt Marketing Team
The agent is emailing leads after nearly two years of turnover in Lucid’s marketing leadership.
Andrea Soriani, Lucid’s VP of Marketing and Communications, left in late 2024 and became general manager of Maserati North America on November 18 that year.
Lucid announced on May 6, 2025, that it had hired Akerho “AK” Oghoghomeh as Senior VP of Marketing.
He had previously worked at Beyond Meat, Red Bull and Amazon, and was behind Lucid’s hiring of Timothée Chalamet as its first global brand ambassador, MediaPost reported.
Two more former Red Bull marketers followed in 2025.
Jennifer Latz joined as Head of Global Experience, Partnerships and Talent in June, and Bobby Sherlock as Head of Integrated Marketing in August.
Latz later became Head of Global Brand Marketing, according to her LinkedIn profile.
Bryson Shellito, Head of Growth Marketing, left in April to join YouTube’s marketing team. His team drove 80% of the company’s leads, according to his LinkedIn profile.
Sherlock left in May after less than a year, according to his LinkedIn profile.
On July 2, as part of Chief Executive Officer Silvio Napoli’s leadership overhaul, Lucid named Billy Hayes its Chief Customer Officer, with “enterprise accountability for customer experience, including sales, service and marketing,” according to the company’s release.
Lucid said the same day that its Senior VPs of Revenue and Marketing and its Vice President of Program Management “will be leaving Lucid to remain closer to their families and communities,” TechCrunch reported.
“Marketing now falls under Billy, and AK will be departing to remain closer to family,” a Lucid spokesperson told MediaPost.
On August 28, Lucid hired Angela Zepeda as VP of Global Marketing. She was most recently Global Head of Marketing at xAI, after five years as Chief Marketing Officer of Hyundai Motor America. It also named Shawn Mirabal President of North America Commercial. Both report to Hayes.
It is unclear whether the Concierge agent was introduced before or after the new team took over.
Quarter-End Deadline
The agent is emailing leads as Lucid works to cut costs and reduce inventory.
Napoli said on the company’s second-quarter call that Lucid had identified about $1.4 billion in cash-flow improvements for 2026.
The company said that includes $600 million to $800 million from vehicle inventory, which Lucid aims to bring back to normal levels by year-end.
He also said Lucid cut its US workforce by a fifth in his first month as chief executive.
Lucid’s current incentives expire on September 30, the last day of the quarter. The company has rolled over its Gravity clearance offers month after month since July.
MyFirstEV is funded by California and matched by participating automakers, and allocations are first-come, first-served.
The programme’s $50,000 price cap is waived for electric vehicle makers headquartered in California, which lets Lucid and Rivian offer the $3,500 on vehicles priced well above it.
