He Owns Lucid Air and Says He Is So Glad Lucid Gravity Isn't The Company's First Offering

Two days ago when we saw the 1st pre-production Lucid Gravity dropping into the general assembly one excited Lucid enthusiast said Lucid Gravity should have been the company's first offering. But the reply I heard baffled me, and yet it was so true.

The Lucid Gravity SUV is so promising for the future of Lucid Motors that people think it should have been Lucid's first offering. However, there is an opposite which says they are glad the Lucid Gravity isn't Lucid Motors' first offering.

"Glad it wasn't," comments Blake Springpasture Mortimer, under Torque News Youtube video of showing the first pre-production Lucid Gravity dropping into the general assembly.

"Lucid needed to work out the engineering and production kinks a new auto company inevitably faces by launching with a lower-volume product more readily embraced by tech-oriented early adopters who can tolerate the inherent hassles.  The Gravity is aimed at a more mainstream market with more family uses for the vehicle.  That is a market far less tolerant of the teething pains of an all-new car from an all-new auto manufacturer.

"I bought an early Air (Dream Edition production car No. 154) and absolutely love it.  But I am an early adopter for many technology products and could roll with the challenges that entails.  I intend to be close to the front of the line to order a Gravity Dream Edition.  However, as it's going to replace our Honda Odyssey on family duty, I need a vehicle from a company that has put a few years of production experience under its belt.

"We're keeping the Air Dream Edition, however.  It's the best car I've ever owned in 50 years of buying premium (mostly German) performance cars," Mortimer wrote.

I have to note that Mortimer's perspective on Lucid Motors' product launch strategy offers a valuable insight into the challenges and opportunities facing a new automotive entrant. His argument, essentially, is that launching with the Lucid Air, a high-performance luxury sedan, allowed the company to refine its technology, manufacturing processes, and customer service in a controlled environment before tackling the more demanding SUV market with the Lucid Gravity.

The Strategic Rationale for Launching with the Lucid Air

Mortimer's viewpoint aligns with a common business strategy: start small, learn fast, and scale up. By introducing the Lucid Air, a niche product, Lucid Motors could:

• Target early adopters: These customers are often more tolerant of initial challenges, providing valuable feedback for product improvement.  
• Build brand reputation: The Air's impressive range, performance, and luxury positioning helped establish Lucid as a premium electric vehicle (EV) brand.
• Optimize manufacturing: Production ramp-up is notoriously challenging. The Air provided a less pressured environment to fine-tune assembly lines and supply chain management.

Comparing Lucid Air to Mercedes EQS and Porsche Taycan

To fully appreciate Lucid's strategy, it's essential to compare the Air to its main competitors: the Mercedes EQS and Porsche Taycan.

• Mercedes EQS: This luxury sedan prioritizes comfort, technology, and spaciousness. While it offers impressive range and performance, it's less focused on outright speed and driving dynamics compared to the Air and Taycan.
• Porsche Taycan: A sports sedan with EV performance at its core, the Taycan emphasizes handling, acceleration, and driving engagement. It shares a similar target market with the Lucid Air but with a stronger focus on performance.

Lucid Air distinguishes itself by combining the luxury and technology of the EQS with the performance and driving dynamics of the Taycan, while also offering superior range. This unique positioning has contributed to its success and positioned Lucid as a serious contender in the premium EV segment.

The Promise of the Lucid Gravity

While the Air has laid a solid foundation, the Gravity has the potential to propel Lucid to even greater heights. As a larger, more family-oriented vehicle, it addresses a broader market segment. If Lucid can replicate the success of the Air in terms of range, performance, luxury, and technology, the Gravity could become a game-changer.

However, the challenge will be to maintain the high standards set by the Air while also delivering the practicality and versatility expected of an SUV. If Lucid can successfully navigate this, the Gravity could not only solidify the company's position but also attract new customers who may have been hesitant to consider a luxury EV sedan.

Mortimer's perspective highlights the strategic rationale behind Lucid Motors' decision to launch with the Air before the Gravity. By focusing on a smaller, more demanding market initially, Lucid has been able to refine its product and operations, positioning itself for greater success with the upcoming SUV.

What is your opinion? Do you think Lucid should have started with the Gravity SUV? Please, write your opinion in the comments section below.

Armen Hareyan is the founder and the Editor in Chief of Torque News. He founded TorqueNews.com in 2010, which since then has been publishing expert news and analysis about the automotive industry. He can be reached at Torque News Twitter, Facebook, Linkedin, and Youtube. He has more than a decade of expertise in the automotive industry with a special interest in Tesla and electric vehicles.