After a 2021 of great advances and increased sales in the United States, Lucid Motors is determined to reach new destinations, which is why it announced an expansion to Europe. Although it is true that production has not yet reached the high levels of other established manufacturers in the old continent, the Californian firm is betting on growth and has already begun the crusade.
The company’s goal is to have a share of the European market by the end of 2022, and the initial strategy will be to establish itself in Germany, where EV technology is very advanced.
The plan is not unambitious, since they want to battle side by side with automotive industry giants such as BMW, Audi and Mercedes, competing precisely with premium cars such as the BMW i7, the Mercedes EQS and the Audi e-tron GT.
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Despite the offensive that Lucid is proposing, the arrival to European countries will be gradual. After the initial installation on the German territory, the goal is to reach Great Britain, the Netherlands, Denmark, Norway and Belgium. Subsequently, the south of the continent and the Mediterranean countries will be part of the expansion.
A Vehicle to Dream About
While it is true that matching brands such as Mercedes, Audi and BMW seems to be an utopia for Lucid, the brand new electric Lucid Air, which has finally started to be delivered in its special Dream Edition launch version, offers reasons to compete, as it is the only electrified car on the market that has a range of more than 800 kilometers, followed by the Mercedes-Benz EQS or the Tesla Model S Long Range.
In addition, the company announced a few months ago that the jewel in the crown will be “the electric car capable of charging faster its battery”. The first tests confirmed that the Lucid Air is capable of supporting more than 300 kW of charging power, and that it takes just 22 minutes to recover 482 km of autonomy.
Strategy for Offering Cars
As for the style of making the vehicles available, everything seems to indicate that Lucid will bet on its famous Lucid Studios, which are direct sales points or dealerships where the product can be shown in a classic style.
It is estimated that the main cities of Europe and the United States will have these points of sale, but not the United Kingdom, which is ruled out, at least for the moment, because it is too complicated for Lucid to manufacture cars with the steering wheel located on the right.
The vision of Lucid Motors does not stop in 2022 and already for next year they plan their incursion into Asian territory, specifically in China.
Written by I Jhonattan González