Written by Cláudio Afonso | LinkedIn | X
Aiming to increase brand awareness, EV maker Lucid Motors has partnered with a select few luxury hotel chains in recent years.
Through these partnerships, hotel guests can reserve a Lucid vehicle for personal use at no cost, with concierge teams providing suggested routes showcasing key attractions in the surrounding area.
Additionally, guests have the option to experience a chauffeured Lucid house car alongside those available for self-drive.
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 Thursday it is 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.
“Following our successful partnership in 2024, we are delighted to partner with Hotel Vitznauerhof at Lake Lucerne again this year,” said Patrick Steiner, Lucid’s sales manager for Germany and the Italian-speaking region of Switzerland.
In Switzerland, Lucid’s entry-level Air Pure starts at CHF 91,000 ($102,960), while the high-performance Air Sapphire is available for pre-order at CHF 135,900 ($153,760).
As reported in January, Lucid is expanding in Switzerland, with a new showroom under construction in Zurich set to open this summer.
Before being appointed interim CEO, Chief Operating Officer Marc Winterhoff said late last year that Lucid would open additional showrooms in Germany, including new studios in Berlin and Stuttgart.
“We aim to operate between 10 and 12 locations across the country,” he stated in an interview with local media.
As exclusively reported by EV in December, Lucid is expanding its business model in Europe by adding importers and agency models in select markets alongside its existing direct-to-consumer showroom network.
In the Netherlands, Lucid has sold one vehicle over the first two months of 2025.
Lucid reported $15.8 million in revenue from its International region, which includes European markets, in 2024, according to its 10-K filing last week. The figure marks a 10% increase from $14.3 million in 2023.
Later this year, Lucid will expand its European lineup with the Sapphire variant of its Air sedan, set to launch still in the first quarter. 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.
