Electric vehicle maker Lucid Motors entered the Norwegian market — the world’s most EV-friendly country — in early 2023 with the opening of a premium showroom on one of the main streets in central Oslo.
However, sales have remained disappointing both in Norway and across Europe, with the California-based automaker yet to establish a meaningful presence in the old continent.
The brand sold three units of its debut sedan in the first half of the year: one in March and two in June. In 2024, sales stood at five units — according to data from the EV platfrom EU-EVs.
Since early 2023, Lucid has seen three leadership changes in its European operations, with Michael van de Sande appointed in March 2023, followed by Alexander Lutz, and most recently Lawrence Hamilton, who has led the region since December.
Lucid is now pinning its hopes on the upcoming launch of the Gravity SUV to reach a broader audience in Europe.
The EV maker has recently completed a 5,000-mile validation test where the engineering team drove from the German city of Munich to the Arctic Circle.
For now, the company continues to offer its 2023 Air lineup in Norway, with updated pricing and financing options.
According to Lucid’s website, the Air Pure is available from NOK 9,238 ($918) per month, the Air Touring from NOK 9,861 ($980), and the Air Grand Touring from NOK 12,784 ($1,270) — all including VAT and based on a nominal interest rate of 0.99%.
Outright purchase prices start at NOK 1,120,150 ($111,300) for the Air Pure, NOK 1,196,850 for the Touring, and NOK 1,556,405 for the Grand Touring.
Last month, the Lucid Air Grand Touring was featured for the first time in the Norwegian Automobile Federation’s (NAF) annual summer range test.
The vehicle traveled 828.6 kilometers (514 miles) on a single charge — the longest distance among the 27 tested models.
Despite this strong real-world performance, it still fell short of its official WLTP range of 960 kilometers by 131 kilometers, or 13.7%.
In June, 96.9% of new passenger vehicles registered in the country were zero-emission, up from 80.0% in the same month last year. For the year to date, zero-emission vehicles account for 93.7% of all new registrations.
Lucid has also attempted to boost brand awareness through partnerships and events. In early June, the company provided VIP shuttle services during the Nor-Shipping 2025 conference in Oslo.
Still, those efforts have not yet translated into sales. According to data from EU-EVs, Lucid did not register any new vehicles in Norway in May.
As of the time of writing, Lucid shares are trading 4.3% lower at $2.02 — slightly above the all time low of $1.93 reached last November.
