Lucid Motors has a significantly higher conversion rate compared to other carmakers, making brand awareness and test drives key factors in attracting buyers, a company vice president said on Tuesday.
In an interview with Alarabiya, the company’s vice president for the Middle East region Faisal Sultan said Lucid’s main focus for this year is to increase brand awareness.
Asked about the goals for 2025, Sultan said, “The biggest thing for Lucid has been brand awareness.”
“And we are doing many things now to make sure the consumer gets into the car,” he added.
On Tuesday, the company announced that it signed a multi-year deal with the Hollywood actor Timothée Chalamet to become its first-ever global brand ambassador.
Timothée Chalamet, who has received multiple major industry awards since his breakout role in 2017’s Call Me by Your Name, will front Lucid’s advertising campaign for the Gravity SUV later this year.
“Because what our experience has been, once the consumer gets into the car, the conversion rate is super high compared to all other OEMs… because the product talks to you — you know — the technology talks to you,” Sultan stated.
This year, the VP of the Middle East region said Lucid is “getting more cars on the road, test drives, Gravities, Airs, more coverage — you know — through media, paid media and influencers, [and] ambassadors.”
In the same interview, Sultan confirmed that Lucid will be launching its midsize platform in late 2026 with plans to be manufactured “within the kingdom” not only for GCC markets but also to other regions outside the Middle East.
“The Saudi government is putting an amazing, amazing focus on getting greener when it comes to [the] transportation sector,” the VP stated. “And [the] Saudi Green Initiative, as you mentioned, aims to have 30% of new car sales, you know, as EVs.”
“So having a plant within the country, not only producing for Saudi, but also producing for the rest of GCC and exporting it outside of GCC is going to, this initiative is definitely going to put the foundation stone for us to have that success, being successful,” Sultan added.
Faisal Sultan, who was recently promoted to President for the Middle East, said earlier this month that deliveries of the brand’s second model, the Gravity SUV, are “just around the corner” for the kingdom.
Lucid began accepting orders in Saudi Arabia for its Gravity SUV in January, with pricing starting at SAR 487,715 ($130,000) for the Grand Touring variant and SAR 416,645 ($111,100) for the Touring trim.
In the second quarter, the EV maker produced 3,863 vehicles and delivered 3,309 units, with the figures showing increases of 83% and 38% year over year, respectively.
Last week, the brand signed a long-term agreement with Italian tiremaker Pirelli to supply tires for its vehicles in Saudi Arabia.
The tires will be produced locally by a joint venture between Pirelli and the Public Investment Fund (PIF) — Lucid’s largest shareholder.
