Lucid Motors opened its eighth showroom in Europe on Friday, inaugurating a new ‘Lucid Studio’ in the heart of Zurich as the US electric vehicle maker prepares to triple its presence on the continent.
The Zurich location, at Löwenstrasse 56, is the company’s second store in Switzerland, following Geneva in 2022.
The opening event also marked the premiere of Lucid’s second model, Gravity, in Switzerland, which made its European debut at the IAA Auto Show in Munich earlier in the week.
The opening event was also attended by senior executives, including Senior VP of Product and Chief Engineer Eric Bach, Senior VP of Design and Brand Derek Jenkins, and European chief Lawrence Hamilton.
Lucid’s expansion comes as it prepares to adopt a new business model in the European markets it will enter in 2026.
While the full list has not been disclosed, executives confirmed France, Belgium, Denmark and Italy are among the next wave of countries.
An adjustment to the direct sales business model used in the current European markets — Germany, the Netherlands, Norway and Switzerland — has not been confirmed.
Lucid already operates stores in Munich, Geneva, Oslo, and other cities, with Zurich marking its eighth European site since its first opening in Germany in 2022.
The company currently sells its Air sedan in Germany, the Netherlands, Switzerland and Norway.
The focus now shifts to the Gravity, Lucid’s second model, with production for European markets already underway and first deliveries scheduled for early January 2026.
Orders opened earlier this week in Germany, the Netherlands, Switzerland and Norway.
“First deliveries we’re expecting at the very beginning of January,” Hamilton said at the Gravity’s European debut.
Prices for the five-seat Gravity Touring start at €99,900 ($117,000), while the Grand Touring begins at €116,900 ($136,980) and can reach €151,550 ($177,700) fully equipped.
Winterhoff added that the company has reopened discussions about producing a right-hand drive version of the Gravity, which would allow entry into markets including the UK, Singapore, Japan, Australia and India.
Lucid plans to add five more European countries in 2026, executives said, as the EV maker steps up its challenge to luxury rivals in the region.
