Timothée Chalamet becomes global brand ambassador for Saudi Arabia-backed EV maker, Lucid motors

Time of India

5 days ago

The upcoming campaign with Timothée Chalamet for Lucid Motors' Lucid Gravity is set to launch this fall/ Image: LUCID Motors
Saudi-backed electric vehicle maker Lucid Motors has surprised both the film world and auto industry by naming Timothée Chalamet, one of Hollywood's most distinctive and influential actors as the new face of the brand in a first-of-its-kind, multi-year deal.
Announced with visually striking campaign teasers, this partnership marks Chalamet's first role as a Global Brand Ambassador in the automotive sector and underscores Lucid's growing effort to expand its cultural relevance beyond the EV market.
A Strategic Collaboration Rooted in Shared Values
Lucid Group, Inc. headquartered in Newark, California, revealed on July 29, 2025, that award-winning actor Timothée Chalamet will serve as its first-ever Global Brand Ambassador under a multi-year agreement.
The collaboration is a cornerstone of Lucid's marketing strategy aimed at deepening its cultural relevance.
Chalamet was first seen driving a Lucid Air in 2023, sparking what eventually became a formal relationship. Lucid notes that the partnership is built on shared ideals of performance, design, and passion, values both Chalamet and the company view as critical to creating exceptional experiences.
Akerho "AK" Oghoghomeh, Lucid's Senior Vice President of Marketing, emphasized the significance of the move:
'We're excited to welcome Timothée as our first Global Brand Ambassador. He brings together the same fearless creativity and uncompromising vision that defines our brand, embodying what it means to compromise nothing, both on and off screen. Together, we'll show what's possible when innovation and cultural relevance come together to move the world forward.'
Campaign Preview: Chalamet and the
Lucid Gravity
The partnership will come to life later this year when Chalamet headlines Lucid's upcoming marketing campaign for its new SUV model, the Lucid Gravity.
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Undo
As a full-size, three-row electric SUV, the Gravity is engineered to combine the utility of a large family vehicle with the driving experience of a luxury sports car.
The visual direction of the campaign draws on cinematic influences. Promotional images feature Chalamet in the 2026 Lucid Gravity Grand Touring, captured against a desert landscape evocative of his role in the "Dune" series. Dressed in a leather jacket, white tee, and black trousers, Chalamet's understated style mirrors the sleek sophistication Lucid is known for.
The campaign marks Chalamet's debut in the automotive sector. Known for his highly selective approach to brand partnerships, the actor has previously fronted campaigns for fashion houses such as Chanel and Cartier. However, this collaboration with Lucid stands out for its more personal connection. Lucid notes that Chalamet was publicly seen driving a Lucid Air in 2023, well before any formal partnership, indicating an organic, authentic alignment with the brand's values.
The full campaign is scheduled to launch in early fall, with more information to follow.
Chalamet's Cultural Influence and Recent Accolades
Chalamet's public profile has continued to grow, both on screen and off. His film career includes leading roles in critically acclaimed projects such as
Dune
,
Wonka
, and
A Complete Unknown
, in which he portrayed Bob Dylan. That performance earned him his first Screen Actors Guild Award earlier this year. He has also received two Academy Award nominations.
Off-screen, Chalamet's cultural footprint includes his fashion-forward appearances in head-to-toe Chrome Hearts, his highly publicized relationship with beauty entrepreneur Kylie Jenner, and his New York Knicks fandom. His selective approach to brand endorsements adds weight to his role with Lucid.
Next, Chalamet will appear in Josh Safdie's
Marty Supreme
, set for release later this year, and will reprise his role in
Dune: Part Three
, directed by Denis Villeneuve, due in 2026.
Lucid's Expanding Legacy and Historic Record
Founded in 2016, Lucid has built a reputation for redefining what electric vehicles can be. Its debut product, the Lucid Air, is widely recognized for its innovation across performance, comfort, and range. The vehicle is an award-winning flagship sedan that helped establish Lucid as one of the most critically acclaimed EV companies globally.
In July 2025, Lucid made headlines by setting a new Guinness World Record for the longest distance ever traveled by an electric vehicle on a single charge.
The Lucid Air Grand Touring model drove 1,205 kilometers (approximately 749 miles) from St. Moritz, Switzerland, to Munich, Germany, outpacing its previous record of 1,045 kilometers by 160 kilometers.
Though headquartered in California, Lucid's long-term growth strategy is closely tied to
Saudi Arabia
, where the Public Investment Fund (PIF) holds a 60% stake in the company. The EV maker is a critical part of the Kingdom's Vision 2030 industrial roadmap.