Lucid Motors announced on Monday a new marketing partnership with New York Knicks players Jalen Brunson and Josh Hart, as the EV maker continues efforts to increase brand awareness and demand.
When reporting its second-quarter financial results in early August, Lucid named three near-term priorities.
The company listed “Focused on disciplined execution,” “Driving brand awareness and consumer demand,” and “Extending technology leadership” as its key priorities.
In late July, Lucid entered into a multi-year partnership with American-French actor Timothée Chalamet, who became the company’s first global brand ambassador.
In its shareholder presentation released on August 5, the EV maker detailed its brand awareness strategy.
It mentioned the partnership with Timothée Chalamet, visibility from the Uber–Nuro–Lucid robotaxi collaboration announced in mid-July, and the nationwide display and test drives of the Lucid Gravity SUV across all US studios.
The collaboration announced this Monday will debut alongside the Knicks’ home opener against the Cleveland Cavaliers on Wednesday (October 22), featuring outdoor ads and social media promotions around New York City.
The luxury brand said content will be shared on the official accounts across Instagram, X, and YouTube.
The Newark, California-based automaker currently sells the Air luxury sedan and the three-row Gravity SUV.
Late next year, Lucid will launch its mid-size plaftorm which will underpin its next three models — include an off-road focused EV.
