U.S. electric vehicle maker Lucid Motors has signed a multi-year deal with actor Timothée Chalamet, naming him its first Global Brand Ambassador as the company seeks to reposition itself as a luxury lifestyle brand and reach a wider, younger audience.
Chalamet, known for roles in Call Me by Your Name, Dune, and Wonka, has previously been spotted driving a Lucid Air as early as 2023. He will now lead Lucid’s upcoming fall advertising campaign for the Gravity SUV, its first electric SUV set to launch later this year.
“Timothée brings the same bold creativity and authenticity that drives our brand,” said Akerho “AK” Oghoghomeh, Senior Vice President of Marketing at Lucid Motors. “Together, we aim to showcase how innovation, style, and culture can redefine the automotive experience.”
The move comes as Lucid attempts to redefine its image amid financial headwinds and slowing demand. Despite the publicity generated by the partnership, shares of Lucid (LCID) dropped 8% on Tuesday to about $2.50 following the announcement.
The company is also preparing for a shareholder vote on August 18 to approve a 1-for-10 reverse stock split, a measure aimed at propping up its stock price. Some investors have raised concerns over the cost of the Chalamet partnership, questioning whether such marketing efforts are prudent given Lucid’s current financial position.