Lucid began a campaign on Tuesday positioning the Gravity as a family SUV, its first family-oriented retail campaign since the executive who built the brand’s previous strategy left and a replacement was named four days earlier.
The campaign runs under the line “Is Your Family Built for the Lucid Gravity?” across a YouTube film, social media posts, and a dedicated page at lucidmotors.com/family.
Its audience is defined in four categories: “connoisseurs of adventure, unapologetic over-packers, legroom enthusiasts and professional daydreamers.”
Four financial incentives sit on the page, and every one of them requires delivery by 11:59pm Eastern on September 30 — the close of Lucid’s third quarter.
Incentives for the premium SUV include a 0.99% financing rate, a Lucid Credit, a first-time electric vehicle buyer discount and a $1,000 demo drive credit.
That last one requires a studio visit and an order for a new Air or Gravity within 24 hours of the drive, with demo cars and the Air Sapphire excluded.
The Numbers Do Not Belong to the Same Car
The campaign’s description says the model offers up to 450 miles of EPA-estimated range, up to 1,070 horsepower, available three-row seating and up to 120 cubic feet of cargo space.
The 450 miles applies to the Grand Touring on 20-inch front and 21-inch rear wheels configured as a two-row, five-seat vehicle. The 1,070 horsepower is the GT-S trim only.
The 120 cubic feet is also two-row, five-seat only.
Four Incentives Behind the Poetry
The financing terms have moved further than the campaign copy suggests.
In July, Lucid was clearing 2026 model-year Gravity stock with zero-percent money over 72 months and a $10,000 credit while the 2027 car qualified for neither and started at 4.99% over 60 months.
The footnotes on Tuesday’s page put the MY2027 Gravity Touring at 0.99% over 60 months — a four-point cut in under two months — with a worked example of $17.09 a month for every $1,000 financed.
The Lucid Credit now reaches that same model, at $5,000 rather than the $10,000 attached to the outgoing model year.
Its exclusions are the Air Sapphire, the MY2027 Air Pure and Touring, and the MY2027 Gravity Grand Touring, which leaves the Gravity Touring able to take both the credit and the 0.99% rate.
Lucid is also running a first-time buyer incentive in two versions.
In California, the MyFirstEV discount is drawn from California Climate Investments, the state’s cap-and-invest fund. Everywhere else in the United States, Lucid funds it itself, at $3,500 on a new vehicle and $1,750 on a pre-owned one for buyers of their first zero-emission vehicle, with demo cars counted as pre-owned.
The two cannot be combined.
What the Last Campaign Looked Like
Lucid ran no brand campaign at all until December 2024, when it launched “Compromise Nothing” — its first since the company was founded in 2016 — with creative invoking Muhammad Ali and Neil Armstrong across connected television, digital, social, print and outdoor sites in New York and Los Angeles.
In July 2025 it made Timothée Chalamet its first global brand ambassador on a multi-year agreement.
Lucid dates the resulting campaign, Driven, to August; the film itself, directed by James Mangold and starring Chalamet and Larsen Thompson, appeared on September 4 in 30-second and 60-second cuts alongside a two-minute director’s version.
In October 2025 it signed the New York Knicks guards Jalen Brunson and Josh Hart, launching at the Madison Square Garden home opener on October 22 with outdoor and social work.
The two strands met on December 4, when Lucid released Hard Launch, an interview film with Chalamet riding a Lucid Air Sapphire around the Las Vegas Motor Speedway alongside the driver Ben Collins while Hart and Brunson questioned him.
Lucid’s own write-up positioned it against the earlier work: Driven had opened with an adrenaline-charged chase, and Hard Launch shifted from the cinematic to the personal.
Thirteen months after the Chalamet signing, and three days short of a year after the Mangold film, the pitch is targeting families.
The executive who announced the Chalamet partnership was Akerho Oghoghomeh, hired as Senior VP of Marketing in May 2025 from Beyond Meat and Red Bull. He left in July.
Chalamet does not appear in Tuesday’s campaign.
It remains unknown whether the multi-year agreement has ended or not.
The Team That Made It Has Gone
Lucid disclosed the departure without naming him.
In a restructuring statement on July 2, as chief executive Silvio Napoli halved the number of executives reporting directly to him, the company said its Senior VPs of Revenue and Marketing and its VP of Program Management would be leaving to remain closer to their families and communities.
A Lucid spokesperson told MediaPost in July that marketing had moved under Billy Hayes, the Chief Customer Officer appointed that month, and described Oghoghomeh’s departure as a mutual decision.
The company said it might appoint another chief marketing officer in future.
Head of growth marketing Bryson Shellito left in April, having run a full-funnel investment programme he put above $75 million across the Air and Gravity lines.
Head of integrated marketing Bobby Sherlock followed in May, nine months into the job.
Before all of them, Andrea Soriani had left the vice presidency of Marketing and Communications in October 2024, rejoining Maserati as general manager for North America.
The work the group produced went well beyond the celebrity films.
As EV reported in April, Lucid became a sponsor of the Hyrox fitness competition and ran a Gravity campaign taking a veiled shot at Tesla’s Model X ahead of its discontinuation.
The New Arrival
Lucid named Angela Zepeda VP of Global Marketing last week, four days before the campaign launched.
Zepeda was global head of Marketing at X from September 2024 until February 2026, and before that chief marketing officer of Hyundai Motor America for close to five years, latterly narrowed to Chief Creative Officer after Hyundai split the function in mid-2024.
Earlier she was a Senior VP at Innocean USA, Hyundai’s agency, and worked at Lowe Campbell Ewald and TBWA.
Her title is smaller than the one it replaces. Oghoghomeh was a senior vice president in the layer reporting to the chief executive. Zepeda is a VP reporting to Hayes.
The Commercial Position Behind It
Lucid delivered 1,811 Gravity SUVs in the United States in the second quarter, about 20 a day, after 1,631 in the first quarter and 1,142 in the fourth quarter of 2025 — according to Cox Automotive data.
The Air fell 67.8% year on year to 846 units. Combined US deliveries of 2,657 were up 4.2% sequentially and roughly level with the 2,635 of a year earlier, when the Gravity had barely reached customers.
The company has spent the year discounting the vehicle it is now marketing to families.
In July it extended zero-percent financing to 72 months on unsold 2026 model-year Gravity stock with a July 31 delivery deadline and a $10,000 Lucid Credit, more than three months into the 2027 model year, while the 2027 car qualified for neither and started at 4.99%.
In Europe, as EV reported in July, it has offered up to two years of free public charging on the same model across its four main markets to clear the same inventory.
