Introduction
Lucid Motors has rapidly emerged as one of the most compelling innovators in the global premium electric vehicle market. With its roots in California and a relentless focus on technology, design excellence, and sustainability, Lucid is now accelerating its expansion across Europe. We spoke with Lawrence Hamilton, President of Europe at Lucid Motors, about the brand’s vision, its European growth strategy, and the future of electric mobility.
Vision & Brand Identity
Mr. Hamilton, Lucid is often described as the “Tesla of the luxury segment.” How would you define the brand yourself?
Lucid is not about comparisons. We define ourselves as a technology-driven premium brand that unites cutting-edge innovation, timeless design, and sustainability. Our mission is to elevate electric mobility by delivering the most advanced electric vehicles in the world—without compromise in performance, range, or comfort.
What values and emotions should Lucid evoke among European customers?
Lucid should evoke confidence, sophistication, and progressiveness. Driving a Lucid is about freedom and responsibility—enjoying exceptional range and performance while actively contributing to a more sustainable future.
How does Lucid’s philosophy differ from other premium EV brands such as Mercedes EQ or Porsche Taycan?
While many manufacturers adapt existing platforms, Lucid was born electric. We develop everything in-house—from the drive system and software to the inverter. That level of vertical integration is rare. Traditional manufacturers often assemble externally sourced components; we design technology holistically to maximize space, safety, efficiency, and comfort. Most importantly, we carry no legacy constraints. That freedom allows us to truly design for the future. We don’t just electrify luxury—we redefine it.
Market & Strategy in Europe
What are your main priorities as President of Europe?
My focus is on building a strong retail and service network, ensuring excellence in customer experience, and expanding our footprint in key European markets. Europe is highly diverse, so adapting our approach to local expectations is essential.
Which European markets are currently the key focus for Lucid?
We currently operate Lucid Studios in Germany, Switzerland, the Netherlands, and Norway—markets that lead in EV adoption and have strong premium segments. These remain our core focus, while we actively plan expansion within these regions and into new European markets. We are open to discussions with retailer partners who share our ambition to grow the Lucid brand.
How have European customers responded to the Lucid Air, particularly in terms of design and range?
The response has been overwhelmingly positive. Customers appreciate the Californian elegance and timeless design of the Lucid Air—modern, refined, and highly functional. The vehicle balances sportiness and elegance while offering generous interior space, efficiency, and everyday usability. With a range of up to 960 kilometers, the Lucid Air sets a new benchmark in its segment. We are also proud to hold the Guinness World Record for the longest journey by an electric car on a single charge—1,205 kilometers.
What role does Switzerland or the broader DACH region play in Lucid’s European growth strategy?
Switzerland and the DACH region are strategic hubs for premium mobility. These markets value quality, innovation, and sustainability—making them ideal for Lucid. Switzerland, in particular, offers tremendous potential. Without a strong domestic car brand, Swiss consumers have historically been open to new manufacturers. Nearly every vehicle is an import, which creates a solid foundation for Lucid’s growth.
Technology & Sustainability
Lucid is renowned for its highly efficient powertrain technology. What makes it stand out?
Our proprietary powertrain is developed entirely in-house and features highly miniaturized components. This enables exceptional efficiency and performance while using fewer batteries—reducing weight and minimizing environmental impact. Efficiency is sustainability in action.
What innovations can we expect in the near future, particularly in autonomy or software?
In July 2025, Lucid announced a strategic partnership with Uber and Nuro to develop a next-generation premium robotaxi program for the Uber platform. This initiative combines Lucid Gravity’s software-defined vehicle architecture, Nuro Driver™ Level 4 autonomous technology, and Uber’s global mobility ecosystem.
With the Lucid Gravity, we also introduce DreamDrive™ 2, Lucid’s advanced driver-assistance system, now standard across all models. Our collaboration with NVIDIA—using the NVIDIA DRIVE AGX platform and DriveOS—enables real-time sensor fusion, over-the-air updates, and scalable, safety-certified autonomous capabilities.
How does Lucid define sustainability beyond the vehicle itself?
Sustainability is embedded throughout our organization—from materials and sourcing to manufacturing processes. We prioritize responsible suppliers, recyclable materials, and energy-efficient production methods to reduce our environmental footprint across the entire vehicle lifecycle.
Design & Emotion
What is the core design philosophy behind the Lucid Air?
Our design philosophy is based on clarity and purity of form. Every line serves aerodynamics, efficiency, and beauty. We draw inspiration from aviation, industrial design, and refined interiors to create a timeless aesthetic. For us, great design means no compromise—it must be visually striking, highly functional, and emotionally engaging.
In an increasingly digital automotive world, how important is emotional driving experience to you personally?
It’s absolutely essential. Technology should enhance emotion, not replace it. Driving a Lucid is about connection—to the road, the environment, and the future of mobility.
Future & Vision
How do you see the future of electric mobility in Europe over the next five years?
EV adoption will accelerate significantly. While policy support is important, the real driver is that electric mobility is simply better technology. Electric vehicles will become the norm, and Lucid is committed to leading this transformation.
Will Lucid expand its lineup beyond sedans?
Yes. We introduced the Lucid Gravity SUV to Europe at IAA Mobility in September. It is a seven-seat SUV that delivers supercar-level performance with exceptional space and efficiency. Gravity marks our next major step, followed by additional models to broaden our portfolio.
How would you describe Lucid’s mission in Europe in one sentence?
To redefine premium mobility through uncompromising innovation, sustainability, and performance.
Closing Question
What personally motivates you to drive the future of mobility every day?
The belief that mobility can be both exhilarating and responsible. Shaping this future means proving that advanced technology and sustainability can coexist—beautifully.
Further information:
www.lucidmotors.com/de-ch
