variety.com
55%
241
Lucid Motors Drives to Oscars as Many Car Advertisers Stay Away
Brian Steinberg Senior TV EditorOne of the automobile sector’s newest players is making a big bet on the Oscars at a time when many other car manufacturers are staying away from the glitzy event.Lucid Motors, a manufacturer of luxury electric vehicles that believes it can compete with traditional auto companies like Mercedes-Benz, has typically spent most of its TV-advertising money for around sports and news programming. On Sunday, it will sponsor the Oscars, an entertainment program, for the first time, part of a bid to get its name out to a broader audience.