Several Tesla fans were quite upset by the clever marketing ploy.
The name of Lucid from California is still relatively little known in Hungary, even though the startup’s electric luxury cars are straightforward As a Tesla killer used to be mentioned. This is no coincidence, because the first model of Lucid was presented with a range of 800 kilometers two years ago. In comparison, Tesla’s current top model promises a range of only 648 kilometers.
Of course, Lucid is not a cheap game, even for the entry-level model they ask for a measly 79 thousand dollars, i.e. 26.6 million forints, and the top version costs 170,500 dollars, i.e. more than 57 million forints. By way of comparison, the starting prices of Tesla’s two higher-end models, Model S and Model X, are HUF 31 million and HUF 33 million, respectively.
In short, it’s a premium car, and Lucid doesn’t even have as big a dealer network – not to mention the production capacity – as Tesla, so it was up to them to promote themselves a bit. And for this, they chose a creative, albeit slightly trolling, method.
During the campaign, Tesla has already opened its Supercharger charging network to cars from other manufacturers, where Lucid cars can also be charged. The marketers of the latter company thought that they would go to a Supercharger station in California with one of Lucid’s models and offer test drives to Tesla owners who arrive there.
By the way, this method is not new, Cadillac’s Chinese division recently promoted the Lyriq electric SUV in the Far Eastern country using a similar strategy.
Lucid is seriously so desperate to sell cars. They sent someone to a Supercharger to try and get people to sign up for test drives but nobody was interested 😬💀 pic.twitter.com/SsuVCZfRQo
— Ryan Zohoury (@RyanZohoury) May 6, 2023
The campaign was not an undivided success among Tesla owners, several called the idea a desperate move, others said it was not the right way to advertise, while there were those who specialized in accidents, called ambulance chasers in the United States compared Lucid’s campaign to the less ethical method of lawyers.
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