March 03, 2023
The Studio opening strengthens Oslo and Promenaden Fashion District as Scandinavia’s most exciting retail destination.

Promenaden Management today announces the opening of American luxury electric car manufacturer brand, Lucid Motors.

The store, which opened Saturday 4th March, is the first in Scandinavia, and fourth in Europe, and is the latest high end brand to open an outlet at Promenaden Fashion District, the city’s luxury retail destination.

Lucid Motors’ major retail space is located in Karl Johans gate 16C, nestled amongst other luxury brands such as Dior, Louis Vuitton, Hermès and Gucci, which were all introduced to the District by Promenaden and its parent company MARK, a pan-European investment manager.

The Oslo Studio is Lucid’s 33rd site in the world, incorporating 176 sqm showroom featuring its latest vehicles. The store in Promenaden Fashion District is part of the company’s continued growth plans, providing conveniently located showrooms bringing greater support to its international customers and their demand for sustainable luxury products.

Pioneering cutting-edge technology, the Californian-style inspired manufacturer seeks to go beyond a car showroom’s typical offering, featuring technologies such as a VR car configurator. The brand’s first model, the Lucid Air, has been nominated by the World Car of The Year organizers in the categories of EV (Electric Vehicle), Luxury and Design Car of the Year* with Lucid Air. Lucid Motors continues to showcase a new standard for motoring and demonstrates its world-renowned technology as the longest-range, fastest-charging electric car on the market.

Promenaden Management’s CEO, Annette Lund affirmed: “We are extremely pleased to welcome Lucid Motors’ first store in Scandinavia, further endorsing Oslo’s strength as a prime retail destination in the Promenaden Fashion District. This opening spurs a new era in sustainable luxury in Oslo, expanding the top segment in the Nordics and placing Oslo as the most exciting retail destination in the region.”

MARK’s CIO Josip Kardun commented: “MARK’s long-term strategy for Promenaden has been to assemble the world’s leading luxury brands to create a unique district. The arrival of Lucid Motors further strengthens Promenaden’s offer, highlighting both the scheme’s attractiveness to brands at the cutting edge of fashion and retail trends and the district’s position as both a driver and symbol of the city’s ongoing success.”


The City of Oslo continues to position itself as a leader in the transformation to a greener and more inclusive society. In 2016, the city’s Municipal Master Plan passed the Climate and Energy Strategy, "Oslo toward 2030: Smart, safe, and green" introducing significant changes in both energy and transport use and a major energy goal: to reduce fossil fueled car traffic.

This is due to the shift in the transport habits of its inhabitants, with an increasing demand for electric vehicles, which produce no carbon dioxide emissions when driving, reducing air pollution considerably.

Lucid Motors Europe’s Managing Director Michael van der Sande commented: “We are delighted to open this brand-new studio in Oslo, Norway, a country at the forefront of electric vehicle adoption and charging infrastructure. We are confident that the Norwegian customers will appreciate the exceptional range, unique design, incredible interior space and benchmark charging times that the Lucid Air line up has to offer.”

According to the Norwegian Road Federation (OFV), the share of battery electric vehicles (BEV) sold rose to 79.3% of all new cars in 2022 from 65% in 2021, up from 2.9% a decade ago. Tax incentives are also shaping the consumer demand in electricity-powered vehicles, leading to four-out-of-five new cars sold in Norway in 2022.