EV maker Lucid Motors announced Wednesday a partnership with Hyrox, a global fitness racing competition, as it seeks to raise brand visibility in Europe while expanding to new markets in the region throughout 2026.
With this partnership, the company aims to boost brand awareness, a goal described by the management earlier this year as one of the key targets for 2025.
The company will begin European deliveries of its second model, the Lucid Gravity, early next year.
The collaboration was announced ahead of the Frankfurt race, scheduled for December 12–14, which is expected to be attended by over 15,000 athletes.
The partnership will feature Lucid vehicles at all remaining Hyrox events in Germany, Austria, and Switzerland during the 2025/26 season.
Hyrox expects 1.3 million participants globally across more than 30 countries this season.
This will also include upcoming events in St. Gallen (Switzerland), Vienna (Austria), Cologne and Berlin (Germany).
Hyrox’s ‘World Series of Fitness Racing’ featured over 80 races worldwide in 2025, attracting more than 550,000 athletes and 350,000 spectators.
Other Collaborations
Lucid‘s Europe chief Lawrence Hamilton noted that “with Hyrox, we are launching our first major sports collaboration in Europe.”
The responsible for the European markets sees it as “an important milestone to showcasing our brand promise to compromise nothing and establishing the Lucid brand across the region.”
Earlier this year, and as part of its efforts to raise brand awareness, Lucid was appointed the mobility partner in several events across Europe.
The company provided VIP shuttle services at Nor-Shipping 2025 in June, during a major maritime industry event taking place in Norway.
The company has also partnered with luxury hotel chains, including a recent expansion of its collaboration with Four Seasons Hotels and Resorts.
A month before, the EV maker was named the official mobility partner of the 2025 Gonet Geneva Open, an ATP 250 tennis tournament held in Switzerland.
This year, American-French actor Timothée Chalamet also became Lucid’s first global brand ambassador.
European Markets
Lucid is currently present in Germany, Switzerland, the Netherlands and Norway, with plans to expand to several new markets in 2026, including Belgium, Denmark, the UK, France, among others.
As it continues to struggle with demand in the continent, the company is introducing a new business strategy in upcoming markets, by partnering with local distributors.
Last month, Lucid sold zero vehicles in both Norway and the Netherlands. In Norway, it registered its first Gravity unit ahead of official customer deliveries, which are set to begin in January.
Germany
The company is switching its business strategy in Germany to also include dealership groups, planning to “be represented in 12 to 15 cities” during the initial phase and to grow its sales network to approximately 50–60 locations.
Lucid sold only one vehicle in Germany in October, its weakest result in 30 months.
On Tuesday, the company announced it is offering lease pricing for both trims of the recently launched Gravity SUV in Germany.
Deliveries of the Gravity in Europe are expected to begin in the first days of next year.
However, Lucid‘s interim CEO Marc Winterhoff indicated that a limited number of units could be delivered before the year end.
