Unlike other EV startups that have floundered in the industry, Lucid is so far holding its own. Lucid Motors Only a few budding EV startups are making good on their promises to shake up the auto industry. Lucid Motors, a startup in Newark, California, is one of them, experts and analysts say. Here's Lucid's game plan, led by CEO Peter Rawlinson, to realize its ambitions. Lucid Motors is one of many companies trying to make a name for themselves within the trying world of electric vehicles.