Lucid Motors plans to boost its presence in Europe with an extensive network of dealerships

Lucid Motors is preparing to strengthen its presence in the European market, starting with Germany, after having launched operations on the continent somewhat tentatively. Until now, the Californian manufacturer has sold its electric vehicles in Europe exclusively through its website, alongside four company-owned showrooms that the company calls Lucid Studios, located in the German cities of Düsseldorf, Frankfurt, Hamburg and Munich. Additionally, outside Germany, Lucid Motors has two sales points in Switzerland, one in France and another in the Netherlands.

This commercial strategy does not seem sufficient, however, to compete in the European luxury vehicle market with giants such as Mercedes-Benz, BMW or Audi, among others, and that is why Lucid Motors needs a change of direction.

With only 136 vehicles registered in Germany between January and August 2025, of which 13 correspond to test units of the Gravity SUV, whose first deliveries are scheduled for 2026, the results achieved are far from the brand’s global ambitions. To reverse this situation, Lucid Motors plans to expand its distribution network by partnering with established dealerships.

Online sales are not enough

The company’s new strategy involves collaborating with small and medium-sized dealership groups with a solid local presence. Lucid Motors plans to work with around 15 partners to reach between 50 and 60 sales points in Germany, with the initial goal of having a physical commercial presence in about 15 German cities.

To make this strategy a reality, the company intends to promote the model of “a store within a store“, which does not require major investments, since dealerships will simply integrate the Lucid Motors brand into their existing facilities. This approach will also be implemented in other European countries in the near future, thus consolidating a broad and efficient distribution network.

The success of this new approach does not depend, however, exclusively on expanding sales points, but also on offering a wider product range. In Europe, the Californian brand is so far known for its luxury electric saloon, the Lucid Air, but in early next year the Gravity luxury SUV will also arrive on the continent’s streets and roads, which in Germany has a price of €116,900 for the Gran Touring version, although a more affordable version – the Touring – will subsequently be marketed from €99,900.