US premium brand at the Geneva Motor Show: Lucid reduces prices, sometimes significantly

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US electric brand Lucid is not entirely unknown in Geneva. Americans launched their first model at home at the end of 2021, and the 4.97-meter-long electric four-door Lucid Air, a direct competitor to the Tesla Model S, entered the European market a year later. After Munich (D), Lucid opened a European showroom in Geneva next to Hilversum (Netherlands). There is now another Swiss location in the city of Zurich, the first in-mall studio in Jelmoli on Bahnhofstrasse, and two other service locations.

However, sales figures in Switzerland are still quite manageable. Last year we registered just 20 new Lucid Airs with prices starting from 125,000 francs. It doesn’t hurt that a big turnout at what is now called the Geneva International Motor Show (Gims) has made the brand more popular in our country and also elsewhere in Europe. “We are looking forward to the show in Geneva,” said Lucid spokesman Sebastian Michel. Viewers should be enabled to get to know the products better by allowing them to examine and try the tools. “Our extraordinary vehicles need to be experienced,” says Michel.

Three new products in Geneva

Americans have three models in their trunks that will make their public debut in Geneva from February 27 to March 3: the recently announced Lucid Gravity, the Air Sapphire, and the new Air Pure entry-level model with rear-wheel drive. Lucid promises a range of over 700 kilometers for Gravity, which is developed on the new SUV platform and has its own electric drive. The spacious and luxurious interior can accommodate up to seven people and their luggage.

Air Sapphire is the world’s first all-electric luxury super sports sedan and features a special aerodynamic package, track-tuned suspension and carbon ceramic brakes. Thanks to three electric motors with a total power of 1250 hp (920 kW), Air Sapphire reaches speeds from 0 to 100 km/h in just two seconds. “With Air Sapphire, we combine the latest technology,” the manufacturer says sheepishly. “It combines technology with sophisticated design and elevates electrical performance to a new level.”

The third Geneva innovation is the rear-wheel drive 442 hp Air Pure, a cheaper entry-level model of the Lucid Air. With an average consumption of 13 kWh/100 km, the range of the vehicle, which is said to be the most efficient Air, thanks to its new and more compact battery, is approximately 750 kilometers.

Huge price reductions

After Lucid initially spiraled upward in price, the US premium brand now appears to be rethinking. In any case, prices have been greatly reduced recently. In America, the new Pure RWD base model is available starting at just $69,900 (equivalent to approximately 61,530 francs).

But European Lucid customers continue to pay much higher prices than in America, even though our tariffs have also been adjusted downwards. The price of the Pure RWD now starts at 91,000 francs; This makes it slightly more competitive with comparable entry-level models from its rivals Tesla Model S (starting at 84,990 francs) or Mercedes EQS (starting at 124,000 francs).

Source: Blick