Lucid Motors: Building A “No Compromise” Brand (CleanTechnica)

Lucid Motors: Building A “No Compromise” Brand (CleanTechnica)

(Note: This article was published on CleanTechnica on September 13, 2020)

“We are not just launching a car, but a brand.” — Derek Jenkins, VP of Design, Lucid Motors

As a longtime marketer, I was excited to be able to spend time with Derek Jenkins, VP of Design at Lucid Motors, a few weeks prior to and just after the reveal event at the Lucid Motors headquarters in Newark, California. In addition to being the lead vehicle designer, Jenkins is also responsible for user experience, brand creative, and brand strategy.

After having the opportunity to spend time with both GM and Cadillac executives in Detroit earlier this year, it was fascinating to compare and contrast the opportunities that lay ahead for Lucid Motors and Cadillac. Executives at GM uniformly shared with me that the opportunity to reinvigorate the 116 year-old Cadillac luxury brand through electrification was a “once in a career opportunity.”

Lucid Air – Courtesy Lucid Motors

Read the full article on CleanTechnica – Lucid Motors: Building A “No Compromise” Brand

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