Lucid Motors, a Silicon Valley-based electric vehicle (EV) startup, officially opened its new office in Southfield, Michigan, this week as part of its strategic push to tap into Detroit’s automotive talent pool and boost its operations. The move comes as Lucid works to ramp up sales and prepare for the launch of its highly anticipated Gravity, a three-row electric SUV.
At an event in the new Southfield office, Eric Bach, Lucid’s senior vice president of product and chief engineer, stated that Michigan is renowned as the U.S. hub of automotive expertise. He emphasized the importance of finding the right talent, having access to universities with strong automotive programs, and the strategic significance of having many suppliers in the area for Lucid’s investment.
Lucid’s new office, which already employs 70 staff, is expected to grow to 250 employees within the next three years. The office, located in Metro Detroit, provides Lucid with a direct link to its suppliers while giving it access to the automotive engineering and manufacturing expertise for which the region is known. Bach emphasized that this is not just a satellite office but a “mini company” designed to capitalize on Detroit’s traditional automotive skills, complementing Lucid’s tech-focused roots in Silicon Valley.
For instance, Bach highlighted the difference in regional expertise, noting that while Silicon Valley excels in cutting-edge technology, Detroit leads in areas such as vehicle construction, including door manufacturing—a skill crucial to Lucid’s operations.
Lucid began production of its flagship Lucid Air electric sedan in 2021, and the company is seeing significant growth. In August, Lucid reported a 70.5% year-over-year increase in deliveries, with 2,394 vehicles sold last month. The company expects to produce around 9,000 vehicles in 2024 at its Arizona plant, surpassing its 2023 total sales by the end of this year.
As part of its Michigan expansion, Lucid received a $6 million state grant to help establish the $10 million engineering and research center in Southfield. This facility will play a crucial role in Lucid’s continued growth and its upcoming launch of the Gravity SUV, which is expected to hit the market later this year.
Lucid’s presence in Michigan comes at a time when Detroit automakers are increasingly looking outside the state—especially to California—for tech talent. However, Lucid’s approach is the opposite, as it sees Detroit’s traditional automotive skills as key to enhancing its manufacturing capabilities and accelerating its EV ambitions.
