Akerho Oghoghomeh of Lucid Motors: How to Scale a High-End Brand

In this episode of CMO Weekly, host Hayley Clover sits down with Akerho "AK" Oghoghomeh, the Chief Marketing Officer at Lucid Motors, to discuss the high-stakes world of luxury electric vehicles (EVs) and the art of building a brand that resonates as a cultural force.

As Lucid navigates a pivotal year in 2026—marked by the expansion of the Lucid Gravity SUV and a cooling EV market—AK shares his unique "engineering-first" approach to marketing. Drawing from his previous leadership roles at Red Bull, Beyond Meat, and Amazon, he breaks down how Lucid is moving beyond the "tech-enthusiast" niche to capture the global luxury consumer.

Key Topics Covered:

The Transition from Engineering to Marketing: How AK’s background in chemical engineering informs his data-driven, analytical approach to brand building.

Defining the "Lucid Identity": Why Lucid is positioning itself not just as a car company, but as a lifestyle brand rooted in design, sustainability, and peak performance.

Marketing the Lucid Gravity: Strategic insights into the launch of Lucid’s first luxury SUV and how it aims to redefine the family EV segment.

The "Iron Sharpens Iron" Philosophy: AK’s leadership style and how he builds high-performing marketing teams that challenge the status quo.

Competing in the "EV Winter": Navigating industry shifts, Saudi-backed growth, and the importance of brand relevancy when consumer demand is under pressure.

"Bumping the Lamp": Why extreme attention to detail and creative excellence are the non-negotiables for Lucid’s global marketing strategy.

Timestamps:

0:00 – Introduction: Meet Akerho "AK" Oghoghomeh.

4:15 – From Red Bull to Lucid: Applying "Culture-First" marketing to EVs.

12:30 – The Engineering Mindset: Why data is a marketer’s best friend.

19:45 – Scaling Luxury: Moving Lucid from a Silicon Valley secret to a global icon.

28:10 – The Lucid Gravity: Marketing the next generation of electric SUVs.

36:50 – Leadership & Culture: How to "Bump the Lamp" in every campaign.

45:20 – The Future of EV Marketing: What’s next for 2026 and beyond.

About the Guest:

Akerho "AK" Oghoghomeh is the CMO of Lucid Motors. With a career spanning iconic brands like Red Bull, Beyond Meat, and Amazon, AK is known for his ability to scale disruptive products into household names. He holds a B.S. in Chemical Engineering from Drexel and an MBA from Emory’s Goizueta Business School.

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