Late last year, Lucid Motors‘ Vice President of Marketing and Communications Andrea Soriani left the company amid a series of executive departures at the California-based EV maker.
Soriani, who later returned to Maserati as head of the North America region, has now been replaced by Akerho Oghoghomeh — a former senior vice president of brand marketing at energy drink company Red Bull (2021–2023) and former chief marketing officer at plant-based meat maker Beyond Meat, where he worked until March.
“I’m excited to share that I’ve officially joined Lucid Motors as Senior Vice President and Head of Marketing,” Oghoghomeh wrote on LinkedIn earlier this week.
“I’m excited to support Marc Winterhoff’s vision for Lucid — one rooted in performance, innovation, and cultural relevance — and to help lead the next phase of growth for this iconic brand in the making,” Lucid’s new marketing chief added.
At Lucid, Oghoghomeh will lead a team of about 100 marketing professionals across the United States, Europe, and the Middle East. The EV maker, now led by the interim CEO Marc Winterhoff, is currently amid a marketing push for its second model, the SUV Gravity — while seeking to increase its brand awareness.
The Grand Touring (GT) trim of the three-row luxury SUV offers a driving range of up to 450 miles with prices starting from $94,900 plus fees. Orders for the cheaper variant, the Gravity Touring, will open in “late 2025” with prices starting just below $80,000 — excluding fees.
The latest senior executive leaving the EV maker was Steven David, who served as senior vice president of operations after two and a half years in the role.
In late February, on the same day of the fourth quarter earnings call, CEO and CTO Peter Rawlinson stepped down from both roles with immediate effect transitioning to a senior advisory role.
Lucid’s senior vice president of Brand and Design, Derej Jenkins, has recently said that the company maintains its plan to launch its midsize platform in 2026, which will serve several models.
