Lucid Group has signed German dealer group Wackenhut as its first retail partner in Europe. The family-owned premium retailer will begin selling and servicing Lucid vehicles at its Baden-Baden facility on March 30, with Stuttgart operations to follow this summer. The move signals a shift from Lucid’s direct-to-consumer-only approach in the region.
Highlights
- Wackenhut becomes Lucid’s first retail partner outside its direct-to-consumer network in Europe, starting with sales and service in Baden-Baden.
- Stuttgart operations are expected to launch this summer, with additional Wackenhut facilities supporting service coverage.
- Lucid retains control of brand positioning and pricing under the new hybrid retail model.
- Wackenhut operates 11 locations across Baden-Württemberg with EV-ready facilities and certified high-voltage technicians.
Hybrid Model Replaces Direct-Only Strategy
Since entering Europe, Lucid has operated exclusively through its own studios and service centers. The company runs Lucid Studios in Munich, Frankfurt, Dusseldorf, and Hamburg. It also operates several service centers and mobile service hubs across Germany.
Under the new hybrid model, Lucid maintains responsibility for brand positioning and pricing. Partners like Wackenhut handle regional sales and service operations. The approach is designed to expand Lucid’s footprint without the overhead of additional company-owned locations.
Wackenhut Brings Regional Depth
Wackenhut is a family-owned automotive retail group founded in 1948 and headquartered in Nagold. The company operates 11 locations across Baden-Württemberg, covering the greater Stuttgart and Black Forest regions.
Its facilities are equipped for advanced EV service. The company employs certified high-voltage technicians, making it a strong operational fit for Lucid’s vehicle portfolio.
Executive Perspectives
“We are entering the next phase of Lucid’s journey in Europe, and we are pleased to launch this new distribution strategy with Wackenhut, a partner that shares our ambition to actively drive Lucid’s growth in one of our most important markets, Germany,” said Lawrence Hamilton, President Europe at Lucid. “With two award-winning vehicles available, now is the right moment to expand our sales and service capabilities through partnerships with excellent and experienced retailers such as Wackenhut.”
“For us, innovation has always meant more than progress, it means responsibility. Responsibility to improve, to rethink and to evolve continuously,” said Ernst-Jürgen Wackenhut, CEO at Wackenhut. “That is why we are joining forces with Lucid, a brand born out of innovation.”
Broader European Implications
The partnership represents a cost-efficient path to European expansion. Rather than building new company-owned locations, Lucid can leverage established dealer infrastructure. Additional Wackenhut facilities will support service operations beyond the Baden-Baden and Stuttgart sales locations.
Lucid has not yet announced additional retail partners in Europe. However, the hybrid model framework suggests further partnerships could follow in other markets.
For more details, visit https://lucidmotors.com/ or https://www.wackenhut.de/.
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