• by Tanya Gazdik , Yesterday

Lucid Group has signed a multiyear partnership with actor Timothée Chalamet as its first-ever global brand ambassador. 

Chalamet started driving a Lucid Air in 2023, beginning a relationship rooted in the belief that performance, design and passion are key to creating exceptional experiences, according to the automaker.

Later this year, Chalamet will headline Lucid’s marketing campaign for the EV maker’s SUV, the Lucid Gravity. The partnership is a key milestone in Lucid’s strategy to broaden cultural relevance of the brand through accelerated marketing efforts, according to the automaker. 

Chalamet previously appeared in a spot for another brand’s luxury EV — the Cadillac Lyriq. General Motors ran the spot during the Super Bowl in 2021. In that spot, he played Edward Scissorhands, with Winona Ryder as his mother. 

The actor “brings together the same fearless creativity and uncompromising vision that defines our brand, embodying what it means to compromise nothing, both on and off screen,” says Akerho “AK” Oghoghomeh, senior vice president of marketing at Lucid Motors, in a release. “Together, we’ll show what’s possible when innovation and cultural relevance come together to move the world forward.”

Chalamet has been nominated for two Academy Awards and recently won his first Screen Actors Guild Award for his portrayal of Bob Dylan in 2024’s "A Complete Unknown." Later this year he will star in "Marty Supreme," and next year in "Dune: Part Three." d

Lucid’s new campaign starring Chalamet will premiere early this fall, with additional details forthcoming.