Luxury electric vehicle manufacturer Lucid Motors has announced a novel collaboration with upscale retailer Saks Fifth Avenue, offering prospective customers the opportunity to test drive its vehicles and explore marketing displays at select department store locations.
The partnership, unveiled through a press release on Tuesday, outlines plans for Lucid test drives to be available at designated Saks Fifth Avenue stores, accompanied by various marketing initiatives to promote the luxury automaker. The collaboration encompasses content dissemination across Saks’ digital platforms and a forthcoming event at the retailer’s Beverly Hills location. Additionally, Saks Fifth Avenue has launched a dedicated landing page on its website featuring a link for scheduling Lucid test drives.
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Lucid Motors CEO and CTO, Peter Rawlinson, expressed enthusiasm for the partnership, emphasizing the alignment of Lucid’s technological and design prowess with Saks’ reputation for luxury retail. Rawlinson stated, “Our partnership with Saks, a longtime authority in the luxury space, blends our technology and design excellence with high-end retail in an incredible collaboration. The collaboration brings the Lucid brand directly to Saks clientele searching for fine craftsmanship and innovation that seamlessly blend into their lifestyle, such as can be found with the Lucid Air.”
While Tesla offers self-serve demo drives at specific Destination Charging locations, the collaboration between Lucid Motors and Saks Fifth Avenue represents a unique venture targeting a luxury market segment.
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In a recent development, the flagship Saks Fifth Avenue location in New York City showcased a Lucid Air Sapphire in its jewelry department, as showcased in a post on LinkedIn. The company shared details of the installation, describing the Lucid Motors Air Sapphire as the “world’s first luxury electric super-sports sedan” and highlighting the meticulous efforts undertaken to lower the vehicle into the store’s lower-level jewelry section.
This collaboration marks Lucid Motors’ latest marketing endeavor following its Q4 earnings report, which revealed production and delivery challenges. Despite these setbacks, Lucid has embarked on expansion efforts at its Arizona manufacturing facility for the upcoming Gravity model, slated to commence production later this year, and has intensified operations at its Saudi Arabia facility.
