Lucid Motors failed to sell a single vehicle in Norway last month, as the California-based premium EV maker continues facing demand challenges in several markets.
Norway registered a record 98.3% share of fully electric vehicles in September, yet Lucid’s debut sedan, the Air, saw no sales, according to registration data from Elbilstatistikk.
The company has sold just 18 cars in the country over the first nine months of 2025.
Lucid entered Norway in early 2023, opening a premium showroom in central Oslo as part of its European expansion.
Despite lowering prices earlier this year, demand has remained muted.
The entry-level Air Pure now starts at 959,000 kroner ($95,800), down from 1,120,150 kroner ($111,900) before the cuts.
The Touring version was reduced to 1,109,000 kroner ($110,800) from 1,196,850 kroner, and the Grand Touring to 1,319,000 kroner ($131,800) from 1,556,405 kroner.
The top-spec Air Sapphire remains priced at 2.77 million kroner ($276,800).
Lucid is betting on the upcoming Gravity SUV to increase its demand.
Orders opened in early September across its four European markets, with Norwegian pricing for the higher-end trim starting at 1.409 million kroner ($140,800).
As the company begins production of the cheapest variant later this year, deliveries in Europe of the Gravity Touring trim are expected to start next year following the US rollout.
First deliveries of the top trim are planned for early 2026, though interim Chief Executive Marc Winterhoff suggested some units may reach customers before year-end.
In the Netherlands, Lucid sold three vehicles in September, bringing third-quarter registrations to nine, according to BOVAG data.
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.
Last month, the Air Grand Touring appeared for the first time in the Norwegian Automobile Federation’s summer range test, achieving 828.6 kilometers (514 miles) on a single charge.
While the result was the longest among 27 models tested, it still fell short of the car’s official 960-kilometer WLTP rating by 13.7%.
Lucid plans to expand into eight additional European markets in 2026, tripling its footprint to 12 countries.
Winterhoff confirmed France is among the next wave, while Hamilton said Belgium and Denmark will also be included.
In August, Lucid registered 23 vehicles in its four European markets.
Sales in Europe sank when compared to the 84 units recorded in July, a new record high across Germany, Norway, Switzerland and the Netherlands.
