Lucid Motors registered three vehicles in Norway in June, marking the company’s strongest monthly in the country this year as demand continues to miss expectations.
According to data from registration platforms EU-EVs and Elbilstatistikk, June figures included two Gravity SUVs and one unit of the company’s Air sedan.
The June result brought the premium EV maker’s first-half total in Norway to six units, double the three vehicles registered in the same period a year ago.
Despite the year-over-year improvement, the figures remain marginal for a brand that entered the Norwegian market — the world’s most EV-friendly country — more than three years ago.
The Air registration marks the first time the debut model has appeared in Norwegian data since January, when Lucid itself registered a single unit — according to OFV data cited by BilNytt.
The Air went unsold in Norway for the following four months.
Whether the three June vehicles were delivered to customers or registered by the company for showroom or press purposes remains unclear, as has been the case with many of the brand’s Norwegian registrations.
Cosmos, the brand’s third model and the second SUV, is planned to arrive Europe next year.
Last month, Lucid registered the design of its upcoming midsize SUV with the European Union Intellectual Property Office.
31 Vehicles in 3 Years
Only 31 new Lucids had been registered in Norway between the brand’s market entry and the end of April, according BilNytt — and 17 of those were registered to the importer rather than to customers.
With the May and June additions, total registrations since launch have risen to approximately 38 vehicles, according to Elbilstatistikk data that includes four parallel imports.
The first-half pattern in both 2025 and 2026 followed a similar rhythm.
Between January and June 2025, Lucid registered three vehicles in Norway — one in March and two in June.
In the first half of 2026, the brand registered one in January, zero across February, March and April, two in May and three in June.
The second quarter accounted for five of the six first-half units, with the June result representing the highest monthly figure since August 2025, when four vehicles were listed.
Lucid’s Struggle in Norway
Norway’s overall EV market share has climbed above 98% in recent months, building on the 95% full-year share recorded in 2025.
Despite that, Lucid has averaged roughly one car per month in the country since its early-2023 arrival — a rate that has barely improved despite the Gravity SUV becoming available for European order in September 2025 and deliveries beginning on the continent earlier this year.
Prices for the Air Pure in Norway start at NOK 950,000 ($95,600), while the Gravity Touring begins at NOK 1,049,000 ($105,500) and the Gravity Grand Touring at NOK 1,249,000 ($125,700) — placing both models in the premium segment of a market where competition from European and Chinese brands has intensified sharply.
In May, Lucid shut down its showroom on Karl Johans gate in downtown Oslo, consolidating all Norwegian operations at its existing service and delivery center in Rud, Bærum, a suburb west of the capital.
The Rud facility, previously occupied by Berg Auto, became fully operational for customers from May 18.
European Registrations Context
Across Europe, Lucid registered 35 vehicles in May, a 12.9% year-over-year increase from 31 units and a six-unit gain over April.
Year-to-date registrations through May stood at 118 units across its four markets — Germany, the Netherlands, Switzerland and Norway — approaching the 157 vehicles the company sold in the first half of 2025.
Lucid registered 8 vehicles in the Netherlands last month, according to data published on Wednesday by BOVAG. The figures represent a six-unit increase year-over-year.
Registrations in the first half stood at 28 units in the Dutch market.
June data for the remaining markets had not been published at the time of writing.
Layoffs and Restructuring
The Norway figures arrive as Lucid undergoes its deepest restructuring in years.
As exclusively reported by EV last week, the company has begun cutting approximately 18% of its US workforce — about 1,500 positions — in its fourth formal reduction since 2023 and its second this year.
The layoffs, ordered by new chief executive Silvio Napoli within weeks of his June 1 start, reached the factory floor for the first time, eliminating an entire production shift at the Arizona plant.
More consequentially for Norway, Lucid is weighing a far deeper reduction of up to 40% in its loss-making European operation — a person familiar with the matter told EV last week.
The region’s business continues to run at a steep loss, selling an average of about 1.5 vehicles a day across the continent — according to the same source.
The potential European cuts remain under consideration, and the company has not disclosed which markets or functions would be affected.
Lucid‘s Norwegian team already operates from a single facility following the Oslo closure, leaving limited room for further scaling back of physical infrastructure in the market.
European Expansion
The restructuring unfolds alongside a broader pattern of slipping European milestones.
Lucid has pushed its planned market entries in Spain and Austria to 2027, while the UK launch has been delayed three times and now stands at early 2028.
The 2026 European expansion wave centers on Belgium — where Lucid opened a test-drive center on June 2 — alongside Denmark, France and Italy among the publicly confirmed markets.
Lucid‘s leadership has acknowledged that its current vehicles are too large and too expensive to drive meaningful European volume.
The company is pinning its growth expectations on the Cosmos, a midsize SUV set to enter low-volume production by the end of 2026 and expected to reach Europe at a significantly lower price point than either the Air or the Gravity.
