Lucid CEO Says EV Buyers Want Value and Power, Not Green Lectures

Lucid Motors CEO Marc Winterhoff says automakers are selling electric vehicles the wrong way, arguing the industry has leaned too heavily on environmental messaging instead of emphasizing performance, value, and real-world advantages. Speaking at CES 2026, the Lucid CEO said EVs need to be positioned as better cars, not just greener ones, if adoption is to accelerate.

Lucid CEO urges EV marketing shift toward value and performance

In an interview at the Consumer Electronics Show 2026, Winterhoff said electric vehicles remain stuck in an outdated marketing framework that treats eco-friendliness as the primary selling point. While EVs are inherently cleaner, he argued that most buyers today are far more motivated by tangible benefits such as power, interior space, technology, and overall value.

Winterhoff described EVs as a “better platform” that automakers have failed to fully explain to mainstream consumers. With estimates suggesting only about 7% of U.S. car buyers currently plan to purchase an EV, he said the industry must do more to justify the switch, especially as policy support becomes less certain and incentives fluctuate, according to Autoblog.

He added that brand switching in the auto market is overwhelmingly driven by value, not ideology, making it critical for EV makers to clearly show why their vehicles outperform comparable gas-powered models.

Gravity positioned against luxury rivals, not eco alternatives

Using the Lucid Gravity Grand Touring as an example, Winterhoff said the $94,900 SUV delivers stronger value when compared spec-for-spec against luxury competitors from BMW and Mercedes-Benz, as well as higher-priced offerings from premium marques.

Rather than focusing on emissions or sustainability credentials, Winterhoff said Lucid wants buyers to recognize advantages like performance, usable interior space, and advanced technology, areas where EVs can surpass internal combustion vehicles outright.

The comments come as the broader EV market faces slower growth, pricing pressure, and increased skepticism from consumers who are weighing affordability and practicality more than environmental impact. For Lucid, the message is clear: winning the next wave of EV buyers will require selling electric cars as better products, not moral choices.

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