Lucid CEO Marc Winterhoff: Automakers Made a Big Mistake Marketing EVs

TL;DR: Lucid's interim CEO, Marc Winterhoff, says automakers messed up by marketing EVs based mostly on sustainability. He argues they should be highlighting EVs' superior performance, space, and tech benefits to win over mainstream buyers.

Meta: Lucid's CEO Marc Winterhoff claims the auto industry made a marketing mistake by overemphasizing EV sustainability instead of performance and space benefits.

Alright, alright, settle down now! You know, sometimes you gotta call a spade a spade, and it looks like Lucid Motors' interim CEO, Marc Winterhoff, is ready to lay some truth on the auto industry. Speaking at CES 2026, the man got candid about what he thinks went wrong with selling electric vehicles to the masses. And his take? Automakers got it twisted, focusing too much on saving the planet instead of touting the inherent awesomeness of EVs themselves.

Winterhoff admitted, with a chuckle, that he has to say EVs are better – his company's all-electric, after all. But he went deeper, arguing that the industry, as a whole, focused too heavily on sustainability and environmental concerns. Now, don't get me wrong, saving the polar bears is great, but for a lot of mainstream buyers, that's not the first thing that opens their wallet. What does? Performance, space, and a better driving experience, baby! "The EV is not only the better platform for robotaxis, it's the better car," Winterhoff stated. That's a bold claim, but he's got points.

Show, Don't Just Tell

Winterhoff pointed to Lucid's own Gravity Grand Touring SUV as an example. When you pit it against luxury gas-guzzlers like the Mercedes-AMG GLS 63 or a BMW X7 M60i, the Gravity doesn't just hold its own; it often wins on specs. We're talking 828 horsepower, 0-60 mph in 3.3 seconds, minivan-like interior volume, a spacious frunk, and an EPA-rated range of 450 miles. Those gas competitors? They're doing maybe 17-21 MPG. "Throw in a Lamborghini Urus, if you want," he challenged, noting the Gravity still comes out on top for range. Now, that's what I call putting your money where your mouth is!

His point is simple: don't just tell people EVs are green; show them they're faster, roomier, quieter, and require less maintenance. Those are tangible benefits that resonate with car buyers looking for value, not just a clean conscience. The industry has been plagued by misinformation, and dealers sometimes struggle to sell EVs because they're not even talking about the real advantages. Winterhoff believes focusing on these hard specs is how the EV industry can overcome the current "winter" they're facing.

Learning from Mistakes, Looking to Spring

It's tough for traditional automakers to talk up EV advantages when it might make their profitable gas models look a little... stale. But as the market matures and moves beyond pricey "spaceships" to more affordable options, this messaging will become even more critical. Lucid itself is planning new models aimed at the Tesla Model Y, bringing their prices to a wider audience. So, they're not just talking the talk; they're walking the walk.

Winterhoff remains optimistic, seeing this slowdown as a necessary "winter" before a rebound. "After each winter there's a spring," he wisely observed. The lessons learned from these early marketing missteps, combined with continued technological advancements, could indeed lead to a vibrant resurgence in EV sales. It's about changing the narrative from obligation to aspiration, from guilt to thrill. And if anyone knows how to sell a vision, it's these EV companies.

What's Next: Expect to see automakers adjust their EV marketing strategies, emphasizing performance, comfort, and technological superiority more aggressively. This shift could be key to reigniting consumer interest and driving broader EV adoption.

So there you have it, folks! It's time to stop whispering about the trees and start shouting about the horsepower! You feel me?