Lucid Motors is searching for an agency for a global campaign for its new Gravity SUV.
Lucid Vice President of Marketing Andrea Soriani revealed the RFP during an onstage interview at MediaPost’s Marketing: Automotive conference at the Los Angeles Auto Show. He declined to say how far along he is in the selection process.
The luxury brand, which unveiled the Lucid Gravity SUV at the auto show on Nov. 16, has been handling advertising duties in-house, but has grown to the point where an outside agency is needed, says Soriani, who joined the company in May.
“We are just starting thinking about the media plan and the creative campaign,” Soriani said. “Lucid never had a media or creative agency -- we’ve done everything in-house with our designing team -- but now we are busy designing more products, so I am pitching a few agencies for a global campaign. We need a very consistent message.”
He said he's a believer in using the entire media mix, and recently launched a print campaign to get the word out that the automaker is an American company and not owned by the Chinese, which is a common misperception, he noted.
The new seven-passenger Gravity SUV, starting at $80,000, will join the Lucid Air, which went on sale two years ago. The Gravity will feature similar performance features such as extended range and powerful acceleration. It will target a slightly younger customer than the Air.
“We are expecting a broader segment,” Soriani said. “We are targeting a younger crowd. Today our clientele is skewed a little bit older: 40-plus. Which makes sense, since sometimes with the age goes the wealth.”
The Gravity also includes a way for drivers and passengers to relax during charging via a partnership with Meditopia meditation company, announced during the auto show.
The automaker unveiled a new website last week from Code and Theory to correspond with the unveiling of the Gravity.
The previous website had not changed much since the company began as a startup, Soriani said. Now, it’s in nine countries and 15 languages.
“We took the opportunity for a complete refresh,” he said. “We needed to get back to story telling, to explaining who we are.”
The redesign aims to convey the elegance of the Lucid brand and harness the advanced technology that powers the vehicles, he said. The website has to inspire, educate and sell, as many purchase engagements stem from it, he added. It features an optimized navigation that allows for both exploration and conversion.
The company's first car, the Air, is a state-of-the-art luxury sedan with a California-inspired design. Lucid Air Grand Touring features an EPA-estimated 516 miles of range and 1,050 horsepower.
The car is assembled at Lucid's factory in Casa Grande, Arizona, and deliveries of Lucid Air are currently underway to customers in the U.S., Canada, Europe and the Middle East.