Lucid Motors delivered 10,241 vehicles in 2024. It was a massive increase from the previous year and the best year in the high-performance luxury electric sedan’s five-year tenure. But the sales boost couldn’t hide the niche manufacturer’s larger concerns.

The Bay Area-headquartered carmaker now making its vehicles in Arizona originally touted plans for selling 90,000 sedans a year. It also hoped its vehicles would be well-known.

Sales goals have proven unreasonable. And it’s at least partially the result of Lucid’s seeming desire not to shout about its products from rooftops or at least initiate a slick marketing campaign.

The 2025 Lucid Air Grand Touring offers plenty for the carmaker to praise. Its unique exterior styling attracts attention, not from being gawdy or flashy but from bo

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