Lucid Marketing Chief Exits Amid Leadership Shakeup

Lucid Motors’ Head of Growth Marketing Bryson Shellito is leaving the company, adding to a broader wave of executive departures as the EV maker prepares for its next product launch.

The exit comes less than a year after Lucid restructured its marketing organization and as it ramps toward production of its upcoming mid-size model.

Lucid marketing chief departs amid ongoing leadership turnover

Bryson Shellito confirmed his departure from Lucid Motors via LinkedIn, stating he was “incredibly proud” of the work accomplished during his tenure. He will join Google, working on YouTube’s marketing team, according to EV.

Shellito joined Lucid in 2024 and played a central role in building its growth marketing function, eventually leading a $75 million-plus full-funnel strategy. His team reportedly generated 80% of company leads and delivered consistent quarterly growth, supporting launches such as the Lucid Gravity.

His exit adds to a string of leadership changes across Lucid, including prior departures in marketing, strategy, and executive roles, as the company reshapes its organization.

Leadership reset continues as Lucid prepares next vehicle launch

The departure comes during a broader transition phase for Lucid, which recently appointed Silvio Napoli as its permanent CEO following a 14-month search. Interim CEO Marc Winterhoff has since returned to his role as Chief Operating Officer.

Lucid is now preparing to unveil its next vehicle, the Lucid Cosmos, a mid-size model expected to enter production in Saudi Arabia by the end of the year. The vehicle is seen as critical to expanding volume and improving the company’s financial position.

The company has faced mounting pressure, including declining stock performance, continued losses, and recent recalls affecting both the Gravity SUV and Air sedan. At the same time, partnerships—such as its robotaxi deal with Uber—highlight ongoing efforts to secure long-term growth.

As Lucid navigates leadership turnover and operational challenges, its upcoming product launches and execution will be key to stabilizing momentum in an increasingly competitive EV market.

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