Lucid is in the midst of its biggest ever marketing push with the Dream Ahead tour taking Lucid Airs around the country and giving potential customers the chance to test drive the company's record-breaking first product. The tour will visit more than 40 cities from April to November with the goal of raising brand awareness and securing orders for the EV sedan.
Lucid has struggled with demand in recent months, reporting a decline in reservations in previous earning calls and withholding the number of orders on the books altogether in the Q1 2023 report. The brand's reps have resorted to some bold tactics, including parking a Lucid Air test drive car next to a bank of Tesla Superchargers in West Hollywood.
Behind the Wheel of A Game-Changer
The Dream Ahead Tour is intended to reverse that trend by getting people into the driver's seat so they can experience all of Lucid's hard work come to fruition with unbeatable range, thrilling handling and a spacious, luxurious interior. The tour kicked off at the Barrett-Jackson auction in Palm Beach on April 13th and will consist of test drive events and pop-ups in malls and other areas with high foot traffic.
A pop-up Studio is currently open at the Galleria in Houston and runs until May 21st. Starting tomorrow there'll be events at the Lucid Studio in Tyson's Galleria, Washington D.C. and at the High Country Motor Lodge in Flagstaff, Arizona. Up next after these events will be test drives in Sedona and Providence, Rhode Island as well as a Studio pop-up at the Domain Mall in Austin.
A range of Lucid Airs will be on show for the public to experience and test drive up to and including the Air Grand Touring which produces 819 horsepower and has an EPA range of 516 miles.
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James Walker is an Automotive Journalist at Torque News focusing on Lucid Motors. If it's got wheels he's interested, and he's looking forward to seeing what kind of cars the EV revolution brings us. Whether it's fast, slow, new, or old, James wants to have a look around it and share it in print and on video, ideally with some twisty roads involved. You can connect with James on Twitter, Instagram, and LinkedIn.