Photo Credit: Fair Use [17 U.S.C. § 107] Lucide interim CEO Marc Winterhoff
Lucid CEO Says Automakers Are Marketing EVs the Wrong Way
13 Jan 2026 | Abstracted from Autoblog
Lucid's interim CEO Marc Winterhoff says automakers have been marketing EVs "the wrong way" by leaning too heavily on environmental messaging instead of highlighting what actually motivates buyers: performance, value, space, and features. With only 7% of U.S. shoppers planning to buy an EV, he argues the industry must emphasize EV strengths - speed, refinement, efficiency, and total cost of ownership - to reignite demand
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