Lucid Group announced that it has signed an agreement with Timothée Chalamet to be its first ‘Global Brand Ambassador’.
Chalamet, the 29-year-old American and French actor, is emerging as a legitimate movie star after leading roles in big-budget films, such as Dune Part 1 and 2, and Wonka.
He is also becoming increasingly respected as an actor, having secured two Academy Award nominations in his young career.
The actor has also leveraged his growing influence to secure high-profile sponsorships with Chanel and Cartier.
Now, he has grabbed the attention of Lucid Motors as the California-based automaker has made him its first ‘Global Brand Ambassador’.
Apparently, Chalamet has been driving the Lucid Air since 2023 and building a relationship with the electric vehicle brand, leading to this announcement:
Chalamet was first spotted driving a Lucid Air in 2023, and since then, a relationship has been built rooted in the belief that performance, design, and passion are key to creating exceptional experiences. Later this year, Chalamet will headline Lucid’s new marketing campaign for the EV maker’s groundbreaking 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.
As a young EV brand, Lucid has had limited advertising and marketing so far. However, with the launch of the Gravity, its first electric SUV, the automaker is expected to expand its reach significantly.
Chalamet is expected to be part of that, with a new marketing campaign set to launch this fall.
Akerho “AK” Oghoghomeh, a long-time marketing executive who led advertising at Red Bull and Beyond Meat, is now ‘Senior Vice President of Marketing at Lucid Motors’. He commented on bringing Chalamet on board:
“We’re excited to welcome Timothée as our first Global Brand Ambassador. He 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. Together, we’ll show what’s possible when innovation and cultural relevance come together to move the world forward.”
Lucid is still ramping up production of its Gravity SUV and it aims to launch more mass market models next year.
Top comment by Chris PNW
I’m not a marketing guru or clairvoyant BUT something tells me there will be a boatload of heavily depreciated midsize sedans and SUVs returning to the marketplace (leased or sold) over the next 3 years because a certain manufacturer over promised AND under delivered.
Lucid or Rivian would be well positioned to start heavily marketing their upcoming midsize offerings to capture those disaffected owners who want nothing to do with the former manufacturer and are prepared to ‘trade-up’ to a better ownership experience.
It recently got a significant boost from an investment by Uber and an order to deploy 20,000 vehicles on its ride-hailing network in partnership with Nuro.
Electrek’s Take
They got Lisan al-Gaib! He leads the Fremen to paradise and Lucid to more sales. If you can’t tell yet, I’m a big fan of Dune.
I love Frank Herbert’s universe, and I adore how Denis Villeneuve brought it to life in the first two movies. I am not as familiar with Chalamet, but I thought he did great in portraying Paul Atreides, and I also thought he was great in Bones and All.
It’s also notable that he drove a Lucid before becoming a brand ambassador, so it’s not simply him cashing a paycheck; he had an affinity for the product before getting paid for it.
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