Electric vehicle maker Lucid Motors has been named the official mobility partner of the 2025 Gonet Geneva Open, an ATP 250 tennis tournament held in Switzerland.
The partnership, promoted under the tagline “GAME changed. Bar SET. Perfect MATCH,” is part of Lucid’s efforts to increase brand awareness in Europe but also globally.
The event is scheduled to run from May 17 to 24 at the Geneva Tennis Club, with world No. 5 and 24-time Grand Slam winner Novak Djokovic among the headlining players.
Throughout the tournament, the Newark, California-based automaker will provide a fleet of Lucid Air vehicles to transport players and VIP guests. Lucid will also have a display stand at the venue.
The partnership comes amid modest sales performance in the region. In April, Lucid sold six vehicles in Germany, one in the Netherlands, none in Norway, and three in Switzerland, according to national vehicle registration data and the EU-EVs platform.
In Switzerland, Lucid’s entry-level Air Pure starts at CHF 91,000 ($108,750), while the high-performance Air Sapphire is available to pre-order with the price set at CHF 260,900 — equivalent to $310,700.
As reported in January, Lucid is expanding its network in Switzerland, with a new showroom under construction in Zurich set to open this summer.
Several Lucid employees promoted the campaign on LinkedIn, writing, “To celebrate our partnership with the event, we’ve got a bright yellow Lucid Air tennis ball cruising around town — so keep your eye on the ball.”
The premium EV maker has partnered with a select few luxury hotel chains in recent years, allowing hotel guests to reserve a Lucid vehicle for personal use at no cost to explore the surrounding area.
Last fall, Lucid partnered with Four Seasons Hotels and Resorts in the U.S. and is now expanding the program to additional properties across North America, Europe, and the Middle East.
In Europe, the company partnered last year with Hotel Vitznauerhof, a luxury property on Lake Lucerne, Switzerland.
Lucid said in March it was renewing the partnership in 2025 as part of its efforts to boost brand awareness in European markets. Last month, the company sold only 10 vehicles in Switzerland, nine in Germany, one in the Netherlands, and none in Norway.
The company also plans to introduce its Gravity SUV in early 2026, with orders opening in mid-2025.
A midsized model priced below $50,000 is expected to go into production in late 2026 and arrive in Europe in 2027.
