Lucid Motors has appointed a new Director of Aftersales for Europe as the Saudi-backed EV maker shifts to a dealership-based business model amid weak demand.
Luigi Forcelli announced the move on LinkedIn this Tuesday, describing it as a “new chapter” for the company.
“I am truly excited about this opportunity and about contributing to the next phase of development of the business in Europe,” he wrote.
In the domestic market, Ilya Kagan serves as Director of Aftersales Service Operations.
In Europe, it is unclear whether Luigi Forcelli has joined in a new role or is replacing an outgoing executive.
“With ambitious plans ahead, like expanding into new markets and supporting the launch of new models, it’s a particularly dynamic and exciting moment to join the journey,” Forcelli added.
Previous Career
The director arrives at Lucid with a career built almost entirely in European aftersales operations for Asian-owned automotive brands.
Most recently, he spent four years at Lotus Cars Europe in Amsterdam — a luxury brand owned by Chinese giant Geely Holding Group.
He served as Head of Technical & Warranty from February 2022 to September 2024, where he built and led a 20-person team covering warranty management, technical support, and spare parts across the continent.
Forcelli was promoted to Director of Customer Service in October 2024, overseeing 55 professionals across call centres, warranty, technical support, and spare parts as a member of the company’s Executive Committee — a role he held until January.
From May 2019 to July 2021, Forcelli served as After-Sales Manager Europe at MG Motor Europe — a brand under Chinese state-owned SAIC Motor — where he led the development and implementation of after-sales policies, procedures, and systems across European operations.
His appointment signals that Lucid is investing in aftermarket capability ahead of a major expansion phase.
The role is based in Amsterdam, where Lucid established its European headquarters in 2021.
Dealership Shift
The hire comes as Lucid undergoes a structural overhaul of its European business model.
The company is transitioning from the direct-to-consumer approach it adopted when it entered Europe in late 2022 to a hybrid distribution model combining its existing company-owned showrooms with local dealership partnerships.
In February, EV exclusively reported that Lucid signed the German dealer group Wackenhut as its first European retail partner.
The family-owned mobility group, headquartered in Nagold in Baden-Württemberg, represents Mercedes-Benz, Mercedes-AMG, Aston Martin, Smart, and Škoda across 11 locations.
Wackenhut began selling and servicing Lucid vehicles from its Baden-Baden facility on March 30, with Stuttgart expected to follow this summer.
Under the hybrid model, the company retains control over brand positioning and pricing while partners manage regional sales and service.
The company currently operates two European service centers — one in Hilversum, the Netherlands, co-located with a Lucid Studio, and the other in Baden-Baden in partnership with Wackenhut.
Hamilton told Automobilwoche last September that Lucid was targeting 12 to 15 German cities in the first phase of its dealership shift — with plans to eventually reach 50 to 60 locations through a shop-in-shop format.
During the fourth-quarter earnings call in February, interim CEO Marc Winterhoff said the company was in advanced discussions with more than 10 additional dealer groups and importer candidates across Europe.
Tripling the European Footprint
Lucid currently sells in four European markets — Germany, the Netherlands, Switzerland, and Norway.
The company plans to expand into as many as eight additional markets this year, tripling its continental presence.
Belgium is expected this summer, followed by Denmark, France, Italy, and Spain. New market entries will rely exclusively on local dealer partnerships.
The UK entry has been pushed to 2027, when Lucid plans to launch with the Cosmos — its upcoming mid-size SUV — rather than either of its current models.
Hamilton told AutoCar that neither the Air sedan nor the Gravity SUV is likely to be converted to right-hand drive.
At its Investor Day in March, Lucid said it plans to add 25 new locations in Europe this year, roughly tripling its current footprint.
Each new market will bring aftersales obligations — from warranty management to spare parts logistics to service centre oversight — all of which will fall under Forcelli’s remit.
Weak European Demand
Forcelli joins as Lucid continues to struggle with demand across Europe.
The company sold approximately 319 vehicles across its four markets in 2025, a 32% decline from 470 units the prior year.
In the first quarter of 2026, the EV maker registered 54 vehicles across Europe, with test drive and showroom units included in the figures.
The company began delivering its Gravity SUV in Europe in the first quarter, after a three-month delay from the original January timeline set at the IAA Auto Show.
Management has acknowledged that the Air and Gravity are oversized for European buyers.
CFO Taoufiq Boussaid has said there is not “tremendous growth” expected from the region until the mid-size platform arrives.
The Cosmos — the first mid-size model — is scheduled to begin production in Saudi Arabia by year-end, with a slow ramp through 2027.
It will be followed by the Earth and a third unnamed variant.
The mid-size platform is central to Lucid‘s European volume ambitions and to the expanded Uber robotaxi partnership, which was recently increased to 35,000 vehicles.
New Leadership Era
Forcelli’s appointment is part of a broader leadership refresh at Lucid.
The company named Silvio Napoli as its permanent CEO on April 14, ending a 14-month search that began when Peter Rawlinson left the role in February 2025.
Napoli, a Swiss-Italian executive who spent nearly 31 years at elevator manufacturer Schindler Group, will replace interim CEO Marc Winterhoff, who will return to his role as Chief Operating Officer.
The appointment came alongside a $1.05 billion capital raise and the expanded Uber deal. Saudi Arabia’s Public Investment Fund now holds approximately 56.85% of the company.
Lucid has faced a wave of senior executive departures in recent months — including its Head of North America Sales, its Head of Growth Marketing, and its Senior Director of Product Management.
The company will report first-quarter 2026 financial results on Tuesday (May 5), after market close.
