Lucid Restructures Norway Operations After Selling Just 31 Cars in 3 Years

Lucid is restructuring its operations in Norway after struggling to gain traction in one of the world’s largest EV markets.

The automaker, which entered Norway in 2023 with plans to position itself as a premium alternative to Tesla, has registered just 31 new vehicles in the country over slightly more than three years.

Lucid scales back Norway strategy after weak sales

Lucid originally launched its Norwegian operation with an exclusive showroom presence in central Oslo, aiming to attract buyers with luxury EVs focused on performance and long-range capability. However, sales remained extremely limited.

According to Bilnytt, 17 of the 31 registered vehicles were reportedly registered by the company itself.

The automaker is now moving operations from its central Oslo location to more modest facilities in Rud outside the city, according to CarUp. At the same time, Lucid is ending its pure direct sales approach in Norway and will instead work through dealerships moving forward.

“This gives us the opportunity to expand our presence while maintaining a premium experience for customers,” communications manager Sebastian Michel told Bilnytt.

Lucid bets on Gravity SUV as financial pressure continues

Lucid has primarily sold the Air sedan in Norway, a luxury EV offering up to 1,200 horsepower and a range of more than 900 kilometers. Early versions were priced at approximately 1.65 million Norwegian kroner.

The company is now hoping the upcoming Gravity SUV can improve demand in the market, although pricing for that model is also expected to start above one million Norwegian kroner.

The changes in Norway come as Lucid continues to face broader financial challenges. Recent reports indicated the company lost around 3.5 million kronor per vehicle sold during the first quarter of the year.

Lucid also continues to rely heavily on funding from Saudi Arabia’s sovereign wealth fund, which remains a major financial backer of the automaker.

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