Lucid Motors will present its debut model at the ‘National Automobile Museum – The Loh Collection’ on June 28, part of an effort to increase brand awareness in Germany, Europe’s largest car market.
The Loh Collection, considered one of the best private car collections globally, opened in mid-2023 and displays around 150 vehicles ranging from models built in 1886 to contemporary cars.
The California-based EV maker will present two units there and offer test drives throughout the day to anyone visiting the museum, which is located about 150 miles from Frankfurt.
“Those who register in advance have the chance to win a limited contingent of museum tickets,” the company’s senior Retail Marketing Specialist for the German market Torben Brumm wrote on LinkedIn.
Earlier this month, the company launched a fleet sales program in the German market offering tailored packages for businesses of all sizes.
The program includes full-service leasing solutions that bundle maintenance, insurance and additional services under a single contract.
The company registered 15 units of its Air sedan in Germany in May, according to the country’s Federal Motor Transport Authority (KBA). Sales in the market were up 12% year-on-year for the first five months of 2025.
Lucid has strengthened its global marketing team with the appointment of former Red Bull shopper marketing director Jennifer Latz as its new Global Head of Experience, Partnerships and Talent.
Akerho Oghoghomeh joined the company in April as VP Marketing after serving as SVP of brand marketing at Red Bull and chief marketing officer at Beyond Meat.
The Air Pure, the entry-level trim of the sedan, starts at €85,000 ($98,600) in Germany. Its high-performance Air Sapphire is available for pre-order at €255,000 ($295,700).
