Lucid Motors, the California-based electric vehicle (EV) maker, has announced the hiring of a new managing director for Europe. The company hopes to strengthen its brand and sales in the region with the help of Alexander Lutz, a former executive of Polestar, Maserati, and Audi.
Lucid Motors is one of the newest players in the EV market, having launched its first model, the Lucid Air, in 2022. The company claims that the Air is the world’s most advanced luxury electric sedan, with up to 516 miles of EPA range, 1080 horsepower, and a futuristic design.
The company went public in 2023 through a merger with a special purpose acquisition company (SPAC) and raised $4.4 billion in the process. The company has been ramping up its production and delivery of the Air in the US, where it competes with Tesla, Rivian, and other EV makers.
Lucid Motors also has ambitious plans to expand globally, especially in Europe, where the demand for EVs is growing rapidly. The company opened its first European studio in Amsterdam in 2023, followed by another one in Düsseldorf, Germany, in September 2023. The company also plans to open more studios in other European countries, such as France, Italy, Spain, and the UK, in 2024.
Lucid Motors currently sells only one model in Europe, the Lucid Air, which starts at 109,000 euros ($120,300) in Germany. The company expects to deliver the first European orders of the Air in the second half of 2024.
Lucid’s new European boss
To lead its European operations, Lucid Motors has hired Alexander Lutz, who has extensive experience in the automotive industry. Lutz joined Lucid Motors on January 1, 2024, as the managing director for Europe.
Lutz spent the past four and a half years with Polestar, the electric performance brand of Volvo, where he was the chief operating officer and head of global sales. Before that, he worked for Audi for six years, where he held various positions in sales, marketing, and product management. He also worked for Maserati for four years, where he was the head of marketing and product planning for Europe.
Lutz will be responsible for building Lucid Motors’ brand awareness, customer base, and sales network in Europe. He will also oversee the company’s European operations, including the studios, service centers, and logistics.
Lutz said in a statement:
I am thrilled to join Lucid Motors at this exciting time in the company’s history. Lucid Motors is a game-changer in the EV industry, with a clear vision, a cutting-edge product, and a passionate team. I look forward to bringing the Lucid Air and future models to the European customers and creating a strong and sustainable presence for Lucid Motors in this important market.
Lucid’s challenges and opportunities
Lucid Motors faces several challenges and opportunities in its quest to become a global EV leader. On the one hand, the company has to deal with the supply chain issues, regulatory hurdles, and competitive pressures that affect the EV industry. The company also has to cope with the high expectations of its investors and customers, who are eager to see the company deliver on its promises.
On the other hand, the company has a unique opportunity to capitalize on the growing demand for EVs, especially in the luxury segment, where Lucid Motors aims to differentiate itself with its technology, design, and performance. The company also has a pipeline of new products, such as the Lucid Gravity, its first electric SUV, which is expected to launch in 2025.
Lucid Motors’ CEO, Peter Rawlinson, said in a statement:
We are delighted to welcome Alexander Lutz to Lucid Motors as our new managing director for Europe. Alexander brings a wealth of experience and expertise from the automotive industry, as well as a proven track record of building successful brands and businesses in Europe. He will be instrumental in driving our growth and expansion in this key market, as we prepare to deliver the Lucid Air and introduce our future models to the European customers.
Lucid Motors will report its fourth-quarter and full-year 2023 financial results on February 21, 2024. The company will provide an update on its production, delivery, and revenue figures, as well as its outlook for 2024.
