Lucid Motors : the brand that won’t give up on its customers

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Lucid Motors, a Californian car manufacturer, is trying to do everything possible to keep pre-orders for its electric sedan. They almost harasses their customers, going so far as to relaunch them a fifteen times.

Lucid Motors‘ first model, the Lucid Air, the famous electric sedan, is not selling as well as they want. Unfortunately, in the last month of the year, they are struggling to reach their 2022 goal. The manufacturer’s figures are largely impacted by the multiple cancellations of pre-orders.

©PRNewswire – Lucid Air voiture électrique

To compensate, the brand has a particular technique : if customers want to cancel their pre-order, they will have to wait two weeks to confirm this choice. And at the same time, the brand tries to validate the order several times. 


Is Lucid Motors harassing its customers ? 

Business Insider has revealed the rather particular methods of the American manufacturer after finding an e-mail describing this process.
A company employee receives a file from a customer who wants to cancel their pre-order. The employee must then call the person within 24 hours to change their mind.

Three calls a week ?

If this first employee cannot get the customer on the phone, they must call the customer back every day for three consecutive days. If it fails again, a manager takes over and continues the daily calls. 
The manager must call the client for five days. If he also fails to contact the person, a regional manager will take over for the next four days.

As you can see, Lucid Motors is not letting go of the bunch of customers who want to cancel their pre-order. They can call them almost 15 times in two weeks. A technique that seems strange to say the least, because the harassment of the customer would make him want to run away from the brand. But this insistence could change the minds of some reluctant customers. 

An employee wishing to remain anonymous explained that it is an “unhealthy pressure”, “The level of despair and tone of this email, in addition to the cancellation protocol, does not give a high-end and luxury impression.”

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