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Lucid and MCH Global: a Saudi-first story of innovation and momentum

May 5, 2025

Here’s a look at how the multi-year collaboration between Lucid and MCH Global reflects a unique blend of strategy, storytelling and cultural fluency, and how it has resonated with regional audiences.

In the heart of Saudi Arabia’s transformation lies a story of bold ambition, cultural understanding and future-focused collaboration. American automotive and technology company Lucid, in partnership with experiential marketing agency MCH Global, has forged a unique journey in the region – rooted in purpose, driven by innovation and aligned with the Kingdom’s broader vision.

Over the past few years, this partnership has grown from a series of high-impact moments to a strategically layered brand presence that speaks deeply to regional audiences.

From launching world-class electric vehicles at the Kingdom’s most prestigious events to producing emotionally resonant campaigns, Lucid’s presence in the region today is both pioneering and personal.

Grounded in the Kingdom: A Saudi-first foundation

Lucid’s regional story began with an intentional, Saudi-first approach. More than just a market, the Kingdom has been a strategic partner in realising the brand’s mission of sustainable luxury mobility.

That commitment materialised powerfully with the opening of AMP-2, Lucid’s Advanced Manufacturing Plant in King Abdullah Economic City – the brand’s first manufacturing site outside the US. As the only global EV manufacturer with a facility in the region, the opening marked a defining milestone for Lucid’s local and global strategy.

“Being the only EV manufacturer with a production facility in Saudi Arabia underscores our alignment with the Kingdom’s sustainability and economic goals,” says Firas Kandalaft, Marketing Director at Lucid Middle East. “Through this commitment, we’re not only growing our customer base but contributing meaningfully to Vision 2030 – driving innovation, job creation and long-term value.”

Creating cultural connection: From tradition to transformation

Lucid’s impact in the region hasn’t been limited to infrastructure – it’s been felt deeply in culture.

A turning point came with the launch of Light the Way – a Ramadan TVC fully shot in the region in 2024. Conceptualised and executed by MCH Global, the campaign combined modern storytelling with traditional values, showcasing Lucid not just as a product, but as a meaningful part of regional life.

“Lucid’s storytelling has always honored the market it speaks to,” says Joann Correia, Account Director at MCH Global. “From a tradition-rooted Ramadan campaign to launching AMP-2, and now creating compelling employer branding content – we’ve partnered across the full spectrum of brand building, always with purpose and regional relevance.”

Platform moments: Lucid at the centre of the conversation

Lucid’s regional strategy has prioritised high-impact visibility milestones. As a recurring feature at the prestigious Saudi Cup – one of the Kingdom’s most prominent annual events – Lucid has used the platform to debut two of its most iconic models. The Lucid Gravity made its Middle East premiere in 2025, introducing the luxury SUV as a family-oriented yet performance-driven vehicle.

The brand also unveiled the exclusive, one-of-one Lucid Sapphire in 2024 – its ultimate high-performance model – in a private setting, further cementing Lucid’s position as a leader in luxury and innovation, and resonating with elite audiences.

Each moment was not just about product – it was about positioning Lucid as a lifestyle and innovation leader in a fast-evolving regional market. The agency’s focus remained on creating immersive, product-focused experiences that delivered on media resonance.

These events were also accompanied by the opening of the Lucid Studio in Dubai in 2024, expanding the brand’s physical presence and offering authentic experiences to a growing audience across the GCC.

Partnerships that propel the future

Lucid’s strategic outlook continued to evolve with the signing of a landmark agreement with Riyadh Air – a move that signaled the brand’s intention to collaborate across industries in driving the future of sustainable mobility.

MCH Global has supported this narrative, ensuring that Lucid’s vision comes to life through experiences, campaigns, and environments that resonate with high-impact stakeholders while building broader market share and brand equity.

Looking ahead: The next chapter for Lucid

As Lucid ramps up Phase 2 of AMP-2, the momentum continues. The brand’s multi-year collaboration with MCH Global reflects a unique blend of strategy, storytelling and cultural fluency – positioning Lucid not only as an EV brand but as a force shaping the future of sustainable living in the region.

Kandalaft concluded “Our journey in Saudi Arabia is only just beginning. We’re building something enduring – not just in manufacturing or mobility, but in how people relate to what a brand like Lucid can represent here.”