Lucid starts in Switzerland and opens first store in Geneva

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The first Lucid Store in Switzerland was opened at Cours de Rive 10 in Geneva on Friday 18 November.

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Martin A. BartholdiAuto & Mobility editor

From the heart, the American electric car manufacturer Lucid wants to conquer Europe. Sorry, noble car manufacturer! For its launch on the old continent, Lucid is not aiming at electronic markets like Norway or the Netherlands, but at luxury markets like Switzerland in the middle of Europe.

On November 18, the first Lucid Store in Switzerland was opened in Geneva at Cours de Rive 10. It is the second store ever in Europe after Munich (D), also in a city with a high concentration of money. However, the location in Geneva is not as exclusive as Munich’s Odeonsplatz: expensive brands such as Chanel, Louis Vuitton, Chanel, Prada and Rolex have settled in the street on Rue du Rhône.

In the spotlight of Swiss customers

Lucid is located in a posh Geneva neighborhood for good reason. For the Americans, Switzerland is an important market, admits vice president of sales Zak Edson: “The Swiss have a unique advantage in the area of ​​the environment, innovation and luxury.” Moreover, Lucid Air stands for prestige and performance, which the Swiss like.

Who is Lucid Motors?

Already in 2007, Lucid Motors – then still under the name Atieva – started as a supplier of electric drives. Seven years later, the development of the first own Air model began, since 2016 it has been called Lucid Motors, and since 2019 it is based in Newark, California (USA). The Air is built at a plant in Casa Grande (Arizona, USA, pictured), with another plant soon to be built in Saudi Arabia. In the final phase, 300,000 cars will roll off the assembly line each year.

Lucid Motors, largely co-financed by Saudi Arabia’s sovereign wealth fund, has hired a very experienced management team: CEO Peter Rawlinson is considered the father of Tesla’s success, having once pushed the Model S as head of development. The head of hardware engineering, Eric Bach, also came from Tesla. CFO Sherry House joins Lucid from General Motors, designer Derek Jenkins previously styled Audi, Mazda and VW.

Already in 2007, Lucid Motors – then still under the name Atieva – started as a supplier of electric drives. Seven years later, the development of the first own Air model began, since 2016 it has been called Lucid Motors, and since 2019 it is based in Newark, California (USA). The Air is built at a plant in Casa Grande (Arizona, USA, pictured), with another plant soon to be built in Saudi Arabia. In the final phase, 300,000 cars will roll off the assembly line each year.

Lucid Motors, largely co-financed by Saudi Arabia’s sovereign wealth fund, has hired a very experienced management team: CEO Peter Rawlinson is considered the father of Tesla’s success, having once pushed the Model S as head of development. The head of hardware engineering, Eric Bach, also came from Tesla. CFO Sherry House joins Lucid from General Motors, designer Derek Jenkins previously styled Audi, Mazda and VW.

The strong interest from Switzerland proves that those responsible for Lucid are right. Since the store in Zurich won’t open until next year, the Americans invited Schiffbau to an event in September. Around a hundred invited guests used the private preview. Head of Marketing for Europe Jarno Middelbosch reveals: “Five years ago, when we only unveiled the first concept, the Swiss already wanted to reserve Lucid.”

More than 200 bookings

European customers can now officially reserve the Lucid Air for 300 francs. According to Lucid, around 250 Swiss have already done so. If you want to be one of the first Lucid owners in Europe, you can secure a fully equipped “Dream Edition” for CHF 199,000 or more. The first copies should arrive in Europe this year. Cheaper versions from 100,000 francs will be available only in Switzerland next year.

The Lucid SUV is called Gravity

The second Lucid model will be an SUV called Gravity – purely electric, of course. The launch of the crossover is planned for 2024 and will offer up to seven seats. The Americans are still holding back on further details. However, it should be able to match the Air sedan in terms of performance and range. This would correspond to 500 to 1000 horses, four-wheel drive and a range of up to 900 kilometers. Lucid wants to announce more facts at the beginning of next year, when bookings for the SUV Gravity will begin.

The second Lucid model will be an SUV called Gravity – purely electric, of course. The launch of the crossover is planned for 2024 and will offer up to seven seats. The Americans are still holding back on further details. However, it should be able to match the Air sedan in terms of performance and range. This would correspond to 500 to 1000 horses, four-wheel drive and a range of up to 900 kilometers. Lucid wants to announce more facts at the beginning of next year, when bookings for the SUV Gravity will begin.

Lucid Air

The Air is initially available in five power levels with 480 to 1,126 hp (358-828 kW). The most powerful variants with 946 and 1126 hp are reserved for the “Dream Edition”, which is limited to 520 units. They are to be replaced next year by a version with over 1,200 horsepower and three electric motors.

All Airs are 4×4 and built on a 924-volt architecture. This means that the Ami Stromer with a charging power of 300 kilowatts (kW) will charge electricity for about 400 kilometers in 12 minutes. That would be almost half the battery, as Lucid currently estimates a range of up to 900 kilometers – but only for the 946bhp version. The top model should make 780 kilometers, entry versions have 653 or 845 kilometers. However, the final homologation with the official standard range is still missing.

Lucid Air Dream Edition P/R

drive 2 E-Motoren, R/P 947/1126 PS (696/828 kW), is 1390 Nm, Automatic, 4×4, Akku 118 kWh
kilometers driven 0-100 km/h 2.9/2.7 s, top speed 270 km/h each, range approx. 900/830 km (estimate, WLTP still open)
mass l/w/h 4.98/1.94/1.41 m, approx. 2300 kg, loading space h./h. 202/459L
Environment approx. 13 kWh/100 km (R), 0 g/km CO2Energy A
Price
from CHF 199,000

drive 2 E-Motoren, R/P 947/1126 PS (696/828 kW), is 1390 Nm, Automatic, 4×4, Akku 118 kWh
kilometers driven 0-100 km/h 2.9/2.7 s, top speed 270 km/h each, range approx. 900/830 km (estimate, WLTP still open)
mass l/w/h 4.98/1.94/1.41 m, approx. 2300 kg, loading space h./h. 202/459L
Environment approx. 13 kWh/100 km (R), 0 g/km CO2Energy A
Price
from CHF 199,000

Electric everyday hypercar

Next year, Lucid wants to open more stores across Europe, probably also in Zurich. They are for sale only. 70 percent of the service is to be provided by updates, the remaining 30 percent will be visited by a Lucid employee. “We developed the Air for mobile service. We rarely have to take the car to the lift,” explains Middelbosch. After all, the Air should have the performance and handling of an electric hypercar, but offer the maintenance, space and agility of a regular car. We wonder if US Stromer can keep that promise.

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