Lucid reorients its focus towards managing Air Sedan stock in Canada and the United States.
In a bid to boost production and sales, electric vehicle manufacturer Lucid Motors has made significant changes to its sales process for the Air luxury sedan and the Gravity SUV.
Key Developments
The Air sedan has seen a surge in sales, with 890 units delivered in July 2025, marking a 28% year-over-year increase and the third-highest monthly total of the year. Lucid’s overall U.S. Air deliveries in Q2 2025 reached 2,630 units, contributing to record quarterly delivery numbers.
The Gravity SUV production is accelerating but still lags behind targets. About 600 Gravity SUVs were observed at the Casa Grande plant in early July 2025. The SUV has now arrived in showrooms nationwide, leading to a nearly doubled daily order rate as customers gain access to test drives and display vehicles.
Lucid’s interim CEO, Marc Winterhoff, acknowledged that while current Gravity production is below expectations, significant production increases are anticipated in the second half of 2025.
Pricing for the Gravity SUV is significantly lower than the Air sedan, targeting a much larger luxury SUV market—estimated to be roughly six times the size of the Air sedan market. This positions the Gravity for potentially much higher volume sales as production scales.
Lucid aims to deliver around 20,000 vehicles (combining Air and Gravity) in 2025. Achieving this requires roughly doubling delivery volume in the second half of the year compared to the first six months.
Discounts and Custom Orders
While no direct mention of discounts was found, the increase in daily order rate for the Gravity SUV and the arrival of vehicles in showrooms suggest more customer accessibility and potentially more customization options as production normalizes and factory bottlenecks are addressed.
The Air Pure and Grand Touring models can receive between $17,500 and $20,000 off, depending on vehicle ownership and location. Lucid has updated its website to prioritize available inventory for the Air luxury sedan. Navigating through Lucid's online menu allows access to the full vehicle configurator for the Air Pure, Touring, or Grand Touring.
The configurator for the Air sedan remains accessible, although it is less prominently displayed, suggesting a continued option for custom ordering. The Gravity SUV, which recently started production and deliveries, is only available through a custom order on the configurator.
Lucid's Sales Tactics Mirror Tesla's
Similar to Tesla, Lucid is employing sales tactics that direct buyers to existing inventory. On the configurator, Lucid prominently displays a "Get your car faster" button, guiding buyers towards available vehicles. Tesla has recently followed suit, redirecting customers to inventory listings on its website instead of guiding them directly to the Design Studio.
Additionally, Lucid offers Conquest Offers, providing up to $5,000 in stacked incentives for owners of qualifying ICE, hybrid, or Tesla vehicles, without requiring a trade-in. In the U.S., the Air Touring model can receive up to $22,500 in credits and bonuses, including the $7,500 federal EV tax credit. Eligible buyers in Canada can save up to C$12,600 when combining multiple promotions, primarily applying to vehicles already in stock.
A more affordable midsize model is planned for launch in late 2026. Lucid aims to double production in 2025 with the help of its new Gravity SUV. As production ramps up and sales continue to grow, Lucid Motors is poised to make a significant impact in the electric vehicle market.
[1] Lucid Motors Q2 2025 Deliveries
[2] Lucid Gravity SUV Production Update
[3] Lucid Gravity SUV Arrives in Showrooms
[4] Lucid Gravity SUV Pricing Announced
[5] Lucid Air Sedan Sales Growth
- Lucid Motors, like Tesla, is utilizing sales tactics that direct potential buyers towards existing inventory, such as the "Get your car faster" button on the Lucid configurator.
- The Gravity SUV, which Lucid Motors aims to double its production in 2025, is now available in showrooms, leading to a nearly doubled daily order rate due to increased customer accessibility and potential customization options.
- The interplay of the automotive industry, technology, finance, transportation, and business is evident as Lucid Motors strives to make a significant impact in the electric vehicle market by delivering approximately 20,000 vehicles by the end of 2025.
