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

ADDITIONAL RELATED NEWS LINKS

• Ferrari Says Its Electric Car Will Be "Completely Different In Every Possible Way"


• Can The US Challenge China's Dominance In Critical Minerals?


• 2027 Toyota Highlander Goes Pure Electric


• The World Needs China's Climate Technology. That's the Dilemma


• Nearly One In Three Cars Produced In Germany Was Purely Electric In 2025


• Why Won't People Buy These Tiny Electric Cars?


• Henry Ford's Monopoly On The Automobile Industry Meant That Hybrids Wouldn't See The Light Of Day For Decades


• Ford and Geely In Talks For Manufacturing, Technology Partnership, Sources Say


• Ford Drivers Who Go Electric Don't Miss Gas Cars 'In The Least Bit'


• MIT: What's next for EV batteries in 2026