Late last month, the electric vehicle maker Lucid Motors announced a multi-year agreement with American-French actor Timothée Chalamet to become its first-ever global brand ambassador.
Following recent key appointments to its global marketing team, Lucid plans to expand its brand awareness by partnering not only with Chalamet but also with world-class athletes, influential cultural figures, and leading brands and organizations in sports and culture.
As part of its efforts to boost brand awareness, Lucid said at the time that Chalamet would star in a major global campaign for the Gravity SUV in “early Autumn.”
On Tuesday, at the second quarter earnings call, interim CEO Marc Winterhoff said the first campaign will debut early next month, coinciding with Gravity’s upcoming launch in Europe.
“Chalamet will be featured in a new campaign promoting Lucid Gravity that marks another significant milestone in our commitment to raising brand awareness,” Winterhoff stated. “This first campaign of the partnership will launch in early September.”
Lucid has begun deliveries of its second model in the United States, Canada, Saudi Arabia and Abu Dhabi.
Despite Motor Intelligence claimed late last week that Lucid had sold zero units of the SUV in the US throughout July, Winterhoff said during the earnings conference call that the number is “totally false.”
Deliveries in Germany, Switzerland, the Netherlands and Norway are expected later this year, though the company has not provided a specific timeline.
“In addition to stimulating near term demand, this multi year partnership with Timothy is designed to anchor the Lucid brand in popular culture ahead of our entry into the mass market with our midsize vehicles,” Winterhoff stated before commenting on the brand’s different approach to increase awareness.
“To further deepen brand affinity and trust, we are expanding our efforts beyond traditional advertising,” the interim CEO added later in the call while teasing the signing of new ambassadors.
“This includes new brand ambassador partnerships with world-class athletes, influential cultural voices, and globally recognized creators who share our vision and values,” the interim CEO said.
“We are also developing strategic collaborations with brands and organizations at the forefront of sports and culture,” he added without naming examples.
Lucid shares plunged by 9.7% on Wednesday to $2.18. As of the time of writing, the stock is trading 1.10% higher in Thursday’s pre-market session.
The full transcript of Lucid’s earnings call is available here.
