Lucid VP of Marketing Leaves, Becomes 8th Executive to Exit in a Year

Written by Cláudio Afonso | LinkedIn | X

Andrea Soriani, Vice President of Marketing and Communications at electric vehicle maker Lucid Motors, has left the company after less than two years, marking the latest in a series of executive departures at the automaker.

During his tenure at Lucid, Soriani led an international team of “nearly 100” marketing professionals across hubs in the United States, Europe, and the Middle East, according to the executive’s LinkedIn profile.

Soriani, a veteran of the Stellantis-owned Maserati brand, will return to Maserati as General Manager of the North American market, effective November 18.

He previously served as Chief Marketing Officer for Maserati in North America for nearly 12 years and has held various roles within the company, including Global Brand Marketing Manager in Italy and as Maserati and Ferrari Brand Director in the United States after relocating in 2002.

Lucid, led by CEO Peter Rawlinson, has seen eight senior executives leave in the past 12 months. The wave of departures, which began in October 2023, includes two C-level executives, a senior vice president, and five vice presidents, according to EV’s recent findings.

Achim Pantfoerder, who served as vice president of Program Management for less than 3 years, marked the first major departure of the cycle and joined General Motors last June as Vice President of the Software and Services Program Management Office.

Lucid’s chief financial officer (CFO) Sherry House joined Lucid in May 2021 and announced, two and a half years later, that she was resigning from the company.

Earlier this year, in May, Ford announced the executive as its new vice president of finance to oversee financial planning and analysis as well as the finance organizations for the company’s three business divisions.

Early next year, House will replace John Lawler as CFO of Ford Motor.

Michael Bell, who joined Lucid Motors as senior vice president of Digital in early 2021 after serving as Chief Technology Officer at Rivian in 2019, resigned in May after less than three and a half years with the company.

Three months later, in August this year, Derrick Carty also left Lucid after serving two years as vice president of Platform Software Engineering.

Like Lucid‘s former CFO, Carty has also joined Ford. According to his LinkedIn profile, the former Apple senior director joined the Detroit automaker in August as Executive Director.

A few weeks after Carty, Lucid‘s Chief Legal Officer and General Counsel Matthew Everitt left the EV maker to join Carrier as Vice President and Chief Compliance Officer.

Everitt had joined Lucid in November 2023 and stayed in the company for 11 months. The executive joined the EV maker after spending over 10 years at Mercedes-Benz USA serving as General Counsel & Corporate Secretary and then as Vice President and General Counsel.

Kevin Callanan, the company’s vice president of supply chain & procurement, announced his departure in September to join the streaming service provider Roku.

Margaret Burgraff, one of the most experienced executives of Lucid Motors, is also leaving the company. Burgraff, who joined Lucid in November 2020 as Vice president of Software Quality and Validation, is currently “open to work,” according to the executive’s LinkedIn profile.

“Hi everyone – I am looking for a new role and would appreciate your support. Thank you in advance for any connections, advice, or opportunities you can offer. #OpenToWork,” the executive said in a post last June.

Written by Cláudio Afonso | LinkedIn | X

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