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Lucid Motors has opened the mystery boxes that began popping up around NYC last week to reveal its upcoming Air sedan. The move is a kickoff to an ad campaign celebrating the recently approved SPAC merger with Churchill Capital Corp. IV (CCIV) to build hype around the flagship EV from Lucid set to deliver sometime this year.

Lucid Motors is by no means new to the EV world. Since being founded in 2007, the company has grown and evolved into a luxury EV automaker, just recently hitting the radar of the average consumer. The “Dream Edition” version of its flagship EV, the Lucid Air, was originally scheduled to deliver this past spring but is now coming “sometime in the second half of 2021.”

The news of the delay came shortly after Lucid announced its pending business combination with CCIV last February, and completing that IPO has become a huge focus for the automaker since.

With the merger now complete and Lucid Motors trading on the Nasdaq as $LCID, the company has refocused on expanding its pool of potential customers and fans of the brand, beginning in New York.

Last week, Lucid began Tweeting about these large black containers that had popped up around parts of NYC, including Hudson Yards, Madison Park, and the Financial District.

The internet immediately began pow-wowing about what these boxes could mean – Is it a VR experience? Is it a new EV announcement? Is it Detective David Mills’ wife’s head?

Following the opening of the boxes in NYC on Sunday, we now know this is part of a new campaign from Lucid Motors around its Air sedan.

Lucid Motors showcases Air sedan in NYC as part of large campaign

As first reported by Ad Age, Lucid’s NYC mystery box stunt is all part of a much larger campaign to promote the Air sedan, following the approved merger with CCIV.

The American automaker removed the sides of the large black containers on Sunday to reveal its Air sedans encased in glass for all to peruse.

As an additional part of the campaign, Lucid Motors took out full page ads in both the New York Times and the Wall Street Journal to not only celebrate its public listing in NYC, but also promote the Air.

This “unboxing” may come as less of a surprise for any NYC residents who got to see the mystery boxes close up. Before the jewel boxes holding the Airs were unveiled, passersby could peek in and scan a QR code, leading them to a video of drive footage of the upcoming Air sedan.

Lucid’s next focus will be to continue to spread the word about its zero-emission luxury Air EV and its advertised 500 miles of range on a single charge. Their biggest hurdle now will be convincing those consumers to pay $70,000 to $170,000 for that kind of luxury.

As of right now, we are still waiting (patiently) for a concrete delivery window on the Dream Edition Air.

Lucid NYC
The fully unveiled Lucid Air in NYC / Source: Lucid Motors

Electrek‘s take

WHAT’S IN THE BOX?!? I’ve been screaming that question into the void of my laptop screen all week and finally got my answer — it’s the Air. It’s not that I’m disappointed at the news; I was simply hoping there was a little more to it than that.

If you couldn’t tell by the pressing effort last week from from Lucid and CCIV to rally shareholders into voting to approve the merger, the automaker has been very occupied with this pending vote since February. It is now approved, however, and we can all refocus on the more exciting stuff — new EVs.

Lucid’s VP of marketing briefly touched on this, but it’s important to point out Lucid’s marketing strategy here.

The boxes and full page ads aren’t necessarily new tactics in garnering curiosity and fandom. However, Lucid’s IPO and the audience it’s promoting to represent a new group of people: those not solely engulfed in Wall Street and finances, but not simply everyday consumers buying a new vehicle.

These individuals may have done their homework in their spare time outside of their non-Wall St. jobs and own Lucid stock on apps Robinhood or WeBull.

All in all, this IPO isn’t just a celebration for the company and is no longer just for those savvy traders on the floor of the NYSE. With more everyday consumers educating themselves and buying in on companies like Lucid, this merger has become just as much of a cultural movement as it is a financial one.

Lucid appears to have anticipated this and has had the foresight to steer this momentum into an ad campaign. As a result, it hopes to transfer the hype around the company itself into fanfare for deliveries of its first upcoming EV… whenever that may be…


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Wayne Lineker thanks friend for taking him to hospital after Ibiza incident

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Wayne Lineker thanks friend for taking him to hospital after Ibiza incident

Wayne Lineker has thanked a friend for taking him to hospital after a “disturbing” incident in Ibiza earlier this week, which left him with “stitches and a swollen lip” after he tried “to protect a girl from being harassed”.

The 62-year-old, who is the younger brother of former England footballer Gary Lineker, shared an Instagram story praising his pal after a video circulated earlier this week, showing him in an altercation outside a bar on the Spanish island in the early hours of Wednesday morning.

He was reported to have been knocked out for several minutes after being punched in the jaw by another man following a confrontation.

Wayne re-shared a photo showing him drinking a couple of raw juices and gave “very special thanks” to his friend, cafe owner Daniel Onions.

Wayne thanked him “for looking after me for many hours after the event took place, taking me [to] hospital, and making sure I got home safe and ok”.

Onions re-shared his post, commenting: “What friends are for”.

The Celebs Go Dating star later shared a short video on Instagram, with two of his resort employees joking with him that “sometimes, you’ve just got to take it on the chin”.

Proving the blow hadn’t knocked his sense of humour, Wayne annotated the video, writing: “Hahaha gotta see the funny side. Take it on the chin.”

Earlier this week, Wayne shared a photo showing him in sunglasses, and with a cut to the right side of his chin, giving a thumbs up, at his friend’s wellness cafe.

Wayne has his own businesses in Ibiza, and owns the beach resort O Beach on the island, and has other resorts on the Spanish mainland and in Majorca.

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Wayne wrote: “I wanted to write this post to let everyone know that I’m doing ok… I have a few stitches and a swollen lip.

“It could have been much worse so I count myself very fortunate I wasn’t standing two yards further back, as my head would have impacted the wall.

“Obviously the video is very disturbing to see especially for my family.

“The papers were very accurate and it was a simple case of me just trying to protect a girl from being harassed.

“Thank you everyone for all your messages of concern the support has been really overwhelming.”

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His nephew, and son of Gary Lineker, commented: “LOL: “Lowest of the low”.

Wayne is understood to be estranged from his brother and has previously said they no longer talk.

It’s not known if anyone has been arrested over the incident.

Sky News has contacted Wayne for further comment.

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Taylor Swift travel warning issued for Cardiff ahead of Eras Tour performance

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Taylor Swift travel warning issued for Cardiff ahead of Eras Tour performance

Members of the public have been warned to plan their travel as Taylor Swift descends on Cardiff next week.

Thousands of her fans – known as Swifties – are expected to gather in the Welsh capital on Tuesday for the American singer’s Eras Tour.

Last week, the 34-year-old superstar took Edinburgh by storm.

Swift then performed in Liverpool on Thursday and will do two more concerts in the city on Friday and Saturday before arriving in Wales.

The UK leg of the tour will come to an end next week with performances at Wembley Stadium in London.

She will then go on to Ireland followed by a string of gigs in mainland Europe before further shows at Wembley in August.

Principality Stadium, best known as the home of Welsh rugby, will be transformed for the Cardiff event.

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The council said it expects the M4 to be “very busy” due to the concert and has said the public should “plan ahead”.

The gates to the stadium are set to open at 4pm, but there will be a full road closure in the city centre from 12pm until midnight.

Cowbridge Road East, Castle Street and Duke Street will stay open until 3pm, the council confirmed.

A park and ride facility at Cardiff City Football Club will be in operation for those hoping to avoid congestion.

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Transport for Wales are set to provide extra capacity on routes in and out of Cardiff on Tuesday.

But trains are also expected to be very busy with passengers urged to allow plenty of time for their journey.

After the event, there will be separate queues on Central Square for all lines, while the queues for the South Wales Valleys services will be at the rear of the station.

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Latitude Festival cuts ties with sponsor Barclays after acts pull out

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Latitude Festival cuts ties with sponsor Barclays after acts pull out

Latitude Festival has dropped its sponsor, Barclays, after a number of musicians and comedians dropped out in protest over the bank’s ties to the Israel-Hamas war.

Latitude Festival told Sky News: “Following discussion with artists, we have agreed with Barclays that they will step back from sponsorship of Latitude Festival”.

Comedians Joanne McNally, Sophie Duker, Grace Campbell, and Alexandra Haddow all announced they would be boycotting the event last week.

Musicians including CMAT, Pillow Queens, Mui Zyu, and Georgia Ruth had also pulled out of the event.

Palestine Action, a group whose members attacked 20 of the bank branches across England and Scotland last week, has accused Barclays of having financial interests in both Israel’s weapons trade and fossil fuels.

Barclays says while it provides financial services to “public companies that supply defence products to NATO and its allies” it does not directly invest in the firms.

Pic: Palestine Action/X
Image:
Pic: Palestine Action/X

Taskmaster star McNally, who had been set to close the festival wrote in an Instagram story last week: “I’m getting messages today about me performing at Latitude when it’s being sponsored by Barclays.

“I’m not longer doing Latitude. I was due to close the comedy tent on the Sunday night, but I pulled out last week.

“I’m on the old artwork but I haven’t been listed on the site since I pulled out a week ago.”

Duker had shared a photo of her at a previous Latitude Festival, and confirmed she would be boycotting the event.

She wrote: “I am committed to minimising my complicity in what I consider to be a pattern of abhorrent, unlawful violence”.

The 34-year-old comedian also said her pro-Palestinian stance “has gained me violent abuse, targeted pile-ons and death threats”.

Fellow comedian Grace Campbell, who is the daughter of Sir Tony Blair’s former spokesman Alastair Campbell, shared Duker’s post in an Instagram story, announcing she was also pulling out of the festival.

Meanwhile, comedian Alexandra Haddow said she too would no longer appear, writing on Instagram: “I can’t in good conscience take the fee.”

In a post shared on her Instagram account last week, Irish singer-songwriter CMAT said: “I will not allow my precious work, my music, which I love so much, to get into bed with violence.”

Barclays has been approached for a comment.

In response to the exodus of acts, Barclays previously defended its position, saying it recognised “the profound human suffering” caused by the Israel-Hamas war.

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“We provide vital financial services to US, UK, and European public companies that supply defence products to NATO and its allies,” it said in a statement.

“Barclays does not directly invest in these companies. The defence sector is fundamental to our national security and the UK government has been clear that supporting defence companies is compatible with ESG considerations.

“Decisions on the implementation of arms embargos to other nations are the job of respective elected governments.”

Tens of thousands of people are expected to attend Latitude Festival at Henham Park in Suffolk, held from the 25-29 July.

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