Lucid Motors launched its first broad-based discount program for its second model on Friday as it seeks to boost demand in the final month of the year.
The EV maker announced up to $3,000 off select inventory vehicles in a four-day Black Friday promotion that marks a shift away from the manufacturer’s previous limited incentives on its second model.
The new discounts were announced in an email to US customers.
Expansion Beyond Showroom-Only Offers
The promotion represents a significant expansion from Lucid‘s earlier discount strategy, which limited $3,000 incentives to demonstration vehicles from a single US showroom.
As reported by EV, the company subsequently reduced financing rates to boost November sales before now implementing its first widespread direct price reduction on the Gravity.
The new Black Friday discount also extends to qualifying Air sedans with a $2,000 discount.
The electric vehicle manufacturer is targeting year-end deliveries with the time-limited campaign, offering $3,000 off the Gravity SUV and $2,000 off the Air sedan for US customers who place orders between November 28 and December 1.
Customers must take delivery before the year end.
Although the company has not disclosed any delivery/sales target for 2025, the production goal has been reduced twice.
Initially set at 20,000 units, the target was trimmed to a range of between 18,000-20,000 vehicles in August and to 18,000 units in early November.
Lease Terms
Lucid is simultaneously offering promotional lease terms, with the Gravity Touring available from $999 per month for 36 months and $6,209 due at signing after applying the Black Friday savings.
The Grand Touring variant of the Gravity is available for lease at $1,099 per month for 36 months under the promotion. Both lease offers include Lucid‘s Advantage Credit where applicable.
Gravity’s Backlog
Although the EV maker has listed vehicles in its inventory page and rolled out discounts, Lucid has recently reaffirmed that it has “substantial order backlog” for its second model.
A month before that, Lucid listed the first Gravity vehicles for immediate delivery on its inventory page, despite the company having said that it was “not a demand-related development.”
“Although we still have a substantial order backlog, temporary production constraints resulted in a few vehicles that couldn’t be matched to specific customer orders,” a Lucid spokesperson said in response to the earlier report.
“There are no widespread discounts on Lucid Gravity, and we continue to focus on fulfilling existing customer orders,” they added.
Last month, Winterhoff revealed that the SUV has been selling for an average price of “about $120,000 on a starting price of $94,900,” implying that customers are paying $25,000 more in added features.
A fully loaded Lucid Gravity SUV in the Grand Touring trim is priced at $126,500.
