AMP-1 will create approximately 6,000 direct jobs with an economic impact of more than $100 million by 2030. Lucid has also embarked on a massive expansion of the facility, which will add 2.85 million square feet to support more Lucid Air production and establish production of the Gravity SUV starting in 2023. Lucid Air luxury electric sedans rolled off the assembly line today during the factory commissioning event at AMP-1.
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The company kicked off its Production Preview Week, a series of events during which Lucid welcomed guests to Advanced Manufacturing Plant (AMP-1) and Lucid Powertrain Manufacturing (LPM-1). We are proud to call the Lucid Air ‘Made In Arizona’ and look forward to many more innovations to come.”
I commend CEO Peter Rawlinson, Sandra Watson and the Arizona Commerce Authority, and Casa Grande Mayor Craig McFarland for their partnership to bring this project to completion. “Lucid’s ongoing investment in Arizona represents an investment in good jobs and livelihoods for Arizonans now and in the future. “Today’s event signifies a new era in electric vehicle manufacturing in Arizona,” said Governor Ducey. PHOENIX - Governor Doug Ducey today joined Lucid Motors to celebrate the start of production of its Lucid Air at its Advanced Manufacturing Plant in Casa Grande. The pre-launch media activities garnered buzz around the globe.AMP-1 will create 6,000 jobs by 2029 with an economic impact of more than $100 million Leading up to the rescheduled launch, Lucid Motor’s CEO, Peter Rawlinson’s messaging was designed to layer a sense of camaraderie across the EV industry, leveraging an angle of “Please don’t call us a Tesla Killer” that spoke to how Lucid and Tesla could “live alongside” one another. This momentum was key to announcing the virtual event entitled “Dream Ahead” and building up to the global unveil of the Lucid Air on September 9, 2020. The team used the public awareness and media interest or aversion to Tesla to launch Lucid’s own campaign and leave enough room for media interpretation. With this approach, Lucid strategized to tell a story where they both could coexist.
Using a “gravitational assist” from the household Tesla name, the strategy was designed to boost pre- and post-launch buzz and position Lucid as an ally for the EV industry from a technological perspective - all while further strengthening Lucid’s competitive positioning in the luxury automotive space. Instead of going after Tesla, Lucid chose a different approach - that of “David and Goliath.” With the world upside down, the team flipped the scripts on the classic “David vs. With their share of voice, it was clear Tesla was the far category leader and competitors sought to challenge them. Lucid had just partnered with TEAM LEWIS as its official agency of record and the two worked to pivot to a new strategy to get global attention. Forced to pivot, Lucid had to act quickly - moving from the advantage of an internationally acclaimed stage with the auto show’s built-in audience to their own virtual launch event.Ĭompounding the challenge, a number of EV brands were getting ample media attention - with three going public in a span of three months and, of course, there was the behemoth in the space, Tesla.ĭespite these obstacles, the objectives for this international launch were clear: drive global awareness for the Lucid Motors brand and the launch of the Lucid Air and, subsequently, help drive pre-orders (reservations) for the luxury EV sedan ahead of its 2021 commercial availability. However, with the coming of the pandemic, the global stage for Lucid’s official unveiling was no longer an option. Lucid Motors, the luxury electric vehicle (EV) manufacturer, was set to make its global debut and first product unveiling of the Lucid Air at the New York International Auto Show 2020.
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