After Arrakis, Timothée Chalamet Wants to Save the Lucid Galaxy!
This page is translated from the original post "Après Arrakis, Timothée Chalamet veut sauver le Lucid Galaxy !" in French.
- 30/07/2025 14:47
While its sales remain closer to the confidential than to the conqueror, Lucid Motors makes a big… media impact.
Lucid, a young California brand specializing in luxury electric sedans that cost as much as a small apartment, has just announced a multi-year partnership with Timothée Chalamet. Yes, the Timothée Chalamet. Twice Oscar-nominated, star of Dune, Wonka, Call Me by Your Name, and now… ads for electric SUVs.
This is a first for Lucid, which has never before dared to play the ambassador card. It seems that marketing budgets have miraculously escaped the budget cuts affecting other departments. From a certain point of view, it’s even a brilliant idea. Instead of investing millions in R&D to scrape together an additional 15 km of range, why not directly attract Gen Z with a global star?
Lucid might sell more glamour than kilometers…
Chalamet will lend his image to the upcoming campaign dedicated to the Gravity SUV. The goal is to show that Lucid is not just a car for tech geeks, but a lifestyle experience capable of blending design, performance, and hype.
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While the announcement made a buzz, it did not exactly reassure the markets. Lucid’s stock plummeted by 8% immediately, dropping to $2.50. Far, very far from the dreamed heights. Not dramatic if we want to put it into perspective since the stock has lost 25% over the year and 75% over the last 5 years!
Of course, with only 3,300 vehicles delivered in the last quarter, it’s best to stand out in other ways. If Chalamet can sell a few Gravity vehicles during his Dune 3 promotional tour, the investment will be quickly recouped. And then, between a rolling prototype and a beautiful ad campaign, the choice seems to have already been made at Lucid. Sometimes, it’s better to shine than to deliver.
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