Lucid Group signs a multi-year partnership with actor Timothée Chalamet who will become the upstart battery-electric-vehicle maker’s first-ever global brand ambassador.
Chalamet, 29, earned acclaim in 2024 for his portrayal of Bob Dylan in A Complete Unknown, a film about the iconic singer’s early life in New York City’s folk music scene in the 1960s. Later this year he will star in a film called Marty Supreme, and next year he will be starring in Dune: Part Three.
Lucid established an informal relationship with the actor back in 2023, when he was seen on social media channels driving a Lucid Air. His currency as a brand ambassador stems from his social media following, which includes 2.1 million X followers and 19.8 million Instagram followers. Chalamet is also romantically linked with social-media influencer Kylie Jenner and is widely seen as an LGBTQ cultural icon.
Chalamet this fall will headline Lucid’s new marketing campaign for the automaker’s new Gravity CUV.
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While Lucid has received a lot of praise for its vehicles since hitting the market in 2021, its brand recognition is low. Interim CEO Marc Winterhoff, who took over the helm of the automaker last February, has said that building up brand awareness is a top priority.
Akerho “AK” Oghoghomeh, senior vice president of marketing at Lucid Motors, says the automaker is excited to welcome Chalamet as its first global brand ambassador. “He brings together the same fearless creativity and uncompromising vision that defines our brand, embodying what it means to compromise nothing, both on and off screen. Together, we’ll show what’s possible when innovation and cultural relevance come together to move the world forward.”
According to Omdia Automotive data, Lucid sold 6,148 vehicles in the first half of the year. As the Gravity has just gone on sale, the Air sedan is the automaker’s bigger selling model this year with roughly 5,100 deliveries through June. However, industry watchers expect the situation to reverse as most luxury brands have seen CUVs overtake sedans as top-sellers. For instance, it’s estimated the Model Y accounted for more than 1 million of the 1.8 million Model 3s and Model Ys delivered by Tesla globally in 2024.
