Lucid Motors is shutting down its showroom on Karl Johans gate in downtown Oslo, consolidating all Norwegian operations at its existing service and delivery center in Rud, Bærum — a suburb west of the capital.
The showroom will close on May 14, just three years after it opened in the spring of 2023, according to local media outlet BilNytt.
The Rud facility, previously occupied by Berg Auto, will become fully operational for customers from May 18 and will handle all sales, service and delivery activity going forward.
The move comes as the premium EV maker continues to face near-total inactivity in the Norwegian market.
Lucid registered zero vehicles in Norway in April and has sold only one vehicle in the country so far this year — an Air sedan registered in January to Lucid Norway itself, OFV data now confirms.
According to OFV statistics cited by the outlet, only 31 new Lucids have been registered in Norway since the brand entered the market — and 17 of those were registered to the importer rather than to customers.
In 2025, the company moved 19 units in the country, including one Gravity SUV that was also registered by Lucid itself.
Lucid told BilNytt that combining operations in one location will provide a more efficient and integrated customer experience while supporting future growth.
The company said it plans to expand the Rud site with a new showroom — expected to open in the fourth quarter — and emphasized that Norway remains a strategically important European market.
Late last year, BilNytt had reported that Lucid was working to establish partnerships with external dealers in Norway, as the company works towards switching to a mixed business model in Europe.
The shift is already underway in Germany, where the EV maker signed the dealer group Wackenhut as its first European retail partner earlier this year, as exclusively reported by EV.
Norwegian EV Market
The registration numbers are particularly stark against the backdrop of Norway’s EV adoption rate.
The country led the world in battery-electric penetration in 2025, with 95% of all new vehicle sales fully electric.
Last month, that share reached 98.6%.
Despite operating in what is widely regarded as the most EV-friendly market on earth, Lucid has failed to generate meaningful demand.
Prices for the entry-level Air Pure start at NOK 950,000 ($92,400), while the Gravity Touring begins at NOK 1,049,000 ($102,000) — placing both models firmly in the premium segment of a market where competition from European and Chinese brands has intensified.
Retreat from Oslo
Lucid is not alone in pulling back from central Oslo.
Several automotive brands have closed downtown showrooms in recent months, reflecting a broader reassessment of the economics of premium city-center retail space.
According to the outlet, XPeng closed its Bjørvika showroom in October 2025.
Geely-backed Polestar left Øvre Slottsgate in February 2025, while the luxury brand Lotus exited Nedre Slottsgate in April 2025.
General Motors‘ Cadillac never opened its planned Nedre Slottsgate space.
Porsche closed its Aker Brygge café in autumn 2025 and ran a temporary pop-up on Nedre Slottsgate from December 2025 through the first months of 2026 before departing.
Only two downtown showrooms now remain: Nio House on Karl Johans gate and Voyah‘s Klingenberggata location, operated by the Sulland group.
According to BilNytt.no, Nio has been trying for some time to exit its expensive Karl Johans gate lease, while Sulland is expected to decide on the future of the Voyah showroom later this year.
The Chinese EV maker has also been adjusting its sales model in Europe after demand for its EVs failed to pick up.
European Sales
The closure also arrives as Lucid faces broader challenges across Europe.
The company registered 29 vehicles across the continent in April — nearly triple the ten units from a year ago, but still a marginal figure for a brand present in four markets.
The majority of the 29 units were registered in Germany, where 21 vehicles were listed according to KBA data.
It remains unclear how many of those registrations across all markets represent actual customer deliveries rather than showroom or press vehicles.
However, Lucid revealed earlier this month, speaking with EV, that Gravity deliveries began late last year — despite not having been officially announced.
Across the full year 2025, Lucid sold approximately 319 vehicles in Europe, a 32% decline from 470 in 2024.
European sales contributed less than 3% of the company’s revenue last year, which was dominated by the United States (84.4%), where the EV maker is headquartered.
Business Shift
Lucid‘s business model shift is being driven by persistently weak demand across the continent.
Former interim CEO Marc Winterhoff acknowledged during the fourth-quarter earnings call that Lucid was in advanced discussions with more than 10 additional dealer groups and importer candidates across Europe.
Winterhoff also conceded that Lucid‘s current lineup is not well-suited to European preferences.
The company expects demand to improve with the introduction of the mid-size Cosmos SUV, which is scheduled to begin production at Lucid’s second plant in Saudi Arabia by the end of this year.
CFO Taoufiq Boussaid has said the initial Saudi-built units will be followed by a slow ramp in 2027 before moving toward full capacity in 2028.
It remains unclear when the Cosmos will be available in European markets.
In the meantime, Lucid plans to expand from four to as many as 12 European countries by the end of 2026.
Belgium is expected this summer, with Denmark, France, Italy and Spain also among the confirmed markets.
The United Kingdom entry has been pushed to 2027, when the company intends to launch with the Cosmos rather than the Air or Gravity.
The company recently appointed a new Director of Aftersales for Europe as it shifts from a direct-to-consumer approach to a hybrid distribution model that combines company-owned facilities with local dealership partnerships.
