Lucid’s Gravity SUV arrives with high expectations, and big risks

Lucid Motors gets rave reviews from critics. But it’s sorely lacking customers.

That’s a problem the company can’t afford.

The Arizona-based EV maker has top-shelf tech, deep-pocketed backers, and highly praised cars. However, it has struggled to meet production targets, and has been unable to steal the spotlight away from established luxury brands with century-old pedigrees.

Lucid is ramping up production of its high-end, three-row, Gravity SUV, though it has sold only a few hundred units so far in 2025. The Gravity’s production ramp has faced a slew of challenges, primarily supply chain shortages.

Yet the company already has plans for another vehicle aimed more at the middle of the market, where it would compete with the top-selling Tesla Model Y SUV. And it’s investing in self-driving cars for consumers while working on a robotaxi fleet with Uber and self-driving tech maker Nuro.

In the process, Lucid is burning through a lot of money. The company’s third-quarter results were worse than Wall Street expected, with a net loss of close to $1 billion.

“Their gross profit has been getting kind of worse,” said Tom Narayan, an analyst at RBC Capital Markets. “A lot of people are doing the math. How long can the company keep losing cash?”

Adding to its challenges is a tougher environment for all EV manufacturers. Demand has fallen short of expectations, and many automakers are pulling back. EVs have lost key support from the federal government, including a $7,500 tax credit, funding for charging, and restrictions on state level programs that incentivize automakers to produce zero-emission vehicles.

A ‘fantastic car’

Lucid’s first vehicle, a sedan call the Air, is the most popular vehicle in its segment, according to Cox Automotive. Through the third quarter, it was the third best-selling full-size luxury sedan, and the top selling electric one, according to the company. The Air is frequently a “critic’s pick.” No other EV can touch the 512-mile range of the Air Grand Touring, one of its top trim levels.

Last year, Lucid delivered 10,241 vehicles, the majority of which were Air sedans, a 71% increase from 2023. U.S. EV leader Tesla delivered 1.8 million.

Unfortunately, sedans have consistently compared to SUVs, crossovers, and pickups–which now all but dominate the roads. Of the top 10 best-selling models in the U.S., seven are from those three segments, according to Edmunds.

“It was a fantastic car,” said Sam Abuelsamid, vice president of market research for Telemetry. “It still is a fantastic car. But it came to market at kind of the wrong time.”

In 2023, Tesla’s Model Y was the best-selling vehicle in the world, according to JATO Dynamics. It sold more than…