For years, electric vehicles (EVs) were primarily marketed as eco-friendly alternatives to traditional gas-powered cars. Early EVs emphasized their environmental benefits, even at the cost of performance and practicality. However, things began to change with the introduction of the Tesla Model S, which offered much more than just an eco-conscious choice—it was also a luxury car that could compete with the best of traditional automakers.
Marc Winterhoff, interim CEO of Lucid Motors, recently discussed the shift in EV marketing at CES 2026. He criticized the auto industry for focusing too much on sustainability and not enough on the actual benefits of EVs, such as performance and technology. Winterhoff believes that automakers need to highlight the superiority of EV technology, rather than just relying on environmental messaging that often doesn’t resonate with mainstream consumers.
EVs Are the Better Platform for the Future
Winterhoff pointed out that many in the industry agree that EVs are the ideal platform for autonomous vehicles. Lucid Motors’ partnership with Nuro and Uber to launch driverless taxis is an example of this new direction. “The EV is not only the better platform for robotaxis, it’s the better car,” Winterhoff said during an interview. He emphasized that the focus should shift from environmental concerns to showcasing the actual advantages of EV technology.
Winterhoff, who took the reins of Lucid Motors from founder Peter Rawlinson in 2025, acknowledged the challenge of changing the industry’s messaging. He suggested that automakers must better communicate the superior performance and efficiency of electric vehicles, particularly in comparison to internal combustion engine (ICE) vehicles.
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To make his point, Winterhoff highlighted the Lucid Gravity Grand Touring SUV, which competes with luxury ICE vehicles like the Mercedes-AMG GLS 63 and the BMW X7 M60i. The Gravity offers an impressive 450 miles of range, outpacing many gas-powered luxury SUVs that deliver just 17-21 MPG. For example, the Porsche Cayenne GTS offers only 427 miles of range. Winterhoff pointed out that, while some of these vehicles may offer hybrid versions with comparable range, the Gravity Grand Touring is a fully electric vehicle that doesn’t require fuel stops.
Winterhoff also touted the Gravity’s performance, noting its 828 horsepower and a 0-60 mph time of just 3.3 seconds. In terms of interior space, the Gravity also boasts a spacious cabin, including a large frunk, making it a strong competitor in the luxury SUV market. He argued that the Gravity’s combination of performance, range, and interior space makes it a standout in the segment.
The Importance of EV Specs
Winterhoff emphasized the need for the EV industry to shift its focus from “efficiency” and “sustainability” to highlighting the tangible benefits of electric vehicles. “We have said, ‘EV is sustainable, and ICE is not,’ but if you focus on the specs that you get, I think that’s what we need to do as an EV industry to overcome the current ‘winter’ that we see,” he said.
He noted that while the industry often touts EVs’ environmental benefits, it’s the performance and specs that ultimately attract mainstream buyers. The current “EV winter,” where sales are slowing in part due to reduced tax incentives and fuel economy regulations, reflects a marketing issue rather than a product issue, Winterhoff suggested.
Looking Ahead
Winterhoff remains optimistic about the future of the EV market. Lucid is preparing to unveil more affordable models aimed at competing with the Tesla Model Y, making EVs accessible to a broader audience. He believes that the lessons learned during the current slowdown will help automakers improve their offerings and marketing strategies moving forward.
“After each winter, there’s a spring,” Winterhoff said, referring to the expected resurgence of the EV market as more affordable options and better messaging become available.
