In a country where electric vehicles have been representing nearly all new automotive registrations, Lucid Motors is struggling to secure demand.
For the second month in a row, the luxury brand has sold zero units of its debut model, the sedan Lucid Air.
Orders for its second model — the Gravity — opened in September with deliveries of the top variant planned to start in the first days of 2026.
From the beginning of the year, only 18 vehicles were sold in the country, with the majority of them having been registered in July.
Lucid entered Norway in early 2023, opening a premium showroom in central Oslo, following its European debut in Munich, Germany, a year earlier.
Price Cuts Failed to Drive Demand
The company has faced weak demand in Europe, despite having reducing prices earlier this year.
The entry-level Air Pure starts at NOK 959,000 ($95,100) in Norway, down from NOK 1,120,150 ($111,100) before the cuts.
The Touring version was reduced to NOK 1,109,000 ($110,000) from NOK 1,196,850 ($118,700), and the Grand Touring to NOK 1,319,000 ($130,800) from NOK 1,556,405.
The top-spec Air Sapphire remains priced at NOK 2.77 million ($274,750).
Lucid Gravity Debut
In early September, the company introduced its Lucid Gravity SUV in Europe, at the Munich IAA Auto Show.
By then, orders opened across its four European markets, with the pricing for the higher-end trim in Norway starting at NOK 1.249 million ($123,900).
With production of the cheapest variant — the Gravity Touring — set to begin, deliveries in Europe are expected to start after the US rollout next year.
The Touring trim is priced from NOK 1.049 million ($104,050), according to the website. However, orders have not yet opened.
European Presence
Besides Germany and Norway, Lucid is also present in the Netherlands and Switzerland, entering the Swiss market in late 2022.
The company established its European headquarters in the Netherlands in 2021, ahead of the market launch.
In October, Lucid registered two vehicles in the Netherlands — one Gravity and one Air.
Since the company has not yet confirmed the start of Gravity deliveries to customers, and despite Wintehoff’s timeline, the Gravity unit was likely a test-drive vehicle.
Monthly registrations for Germany and Switzerland have not yet been published.
Lucid expanded to Switzerland in late 2022, establishing its first showroom in Geneva. Its second store in the country and the 8th in Europe, located in Zurich, was opened in September.
The company recently showcased its EV lineup at the Zürich Auto Show in Switzerland, which was held from October 30 to November 2.
Upcoming Markets
The US brand is planning to expand into eight additional European markets in 2026, tripling its footprint to 12 countries.
The company’s CEO confirmed France is among the next wave, while Lawrence Hamilton, the president for Lucid Europe, said Belgium and Denmark will also be included.
Lucid has recently started hiring software engineers in France, marking the first sign of a local presence in the country ahead of its planned market debut.
At the same time, the company is introducing a new business model in emerging markets, by including dealerships to its direct-to-consumer showrooms.
While the Dutch, Norwegian, and Swiss markets are expected to remain showroom-only markets, the company confirmed last month that it is switching to a mixed business model in Germany.
The brand has undergone three leadership changes in Europe since 2023.
Michael van de Sande initially led the regional operations, followed by Alexander Lutz, before former Genesis executive Lawrence Hamilton took over late last year.
