Cars

Derek Jenkins: “Our mission at Lucid remains very pure”

2025-02-26T10:00:00

NEW DPS 1 Derek Jenkins (alt portrait) -9617-1A copy

Derek Jenkins of Lucid Motors describes his mission of finding the perfect balance between the digital and analogue experience 

It’s been such a dynamic time for the car industry these past few years. There’s been so much change – the rise of the Chinese brands, companies trying to address electrification in their own ways, and the challenges for some manufacturers in maintaining a heritage brand together with an electrified sub-brand.

Right now, we’re seeing a pushback against EVs, prompting some brands to backpedal a bit. But anytime there’s a significant shift in technology that affects a wide swath of the population, there’s always a counter movement.

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