California EV carmaker Lucid says it is targeting well-heeled buyers from leading website to get drivers behind the wheel of its cars.
Saks, the premier luxury ecommerce platform, and Lucid, the luxury electric vehicle company, have launched a multifaceted partnership across the Saks Fifth Avenue ecosystem.
Through this unprecedented partnership, which marks Saks’ first-ever collaboration with an electric vehicle company, Saks will offer exclusive demo drive experiences of Lucid’s award-winning car, the Lucid Air, at select Saks Fifth Avenue store locations. Additional elements include a dedicated Lucid landing page on Saks.com, content on Saks-owned digital channels and an event in the new Saks Fifth Avenue West Coast flagship in Beverly Hills.
The Air has been designed to compete in the luxury sports segment against the Tesla Model S as well as high-line models from German car manufacturers. Its goal is to match the ability of sport coupes but claims greater interior space, with a smaller external length and width. The exterior design was led by Derek Jenkins.
The California-based manufacturer has faced tough competition since it was unveiled in 2020 because Tesla is already the EV leader worldwide and Lucid has clearly targeted the premium luxury EV market, which came under severe price wars from the end of last year as EV sales slowed. Last year though, the company began exporting its vehicles to China, which has the biggest range of EV manufacturers in the world.
But road testers and the media have praised the Lucid Air’s incredible performance claimed a standing start quarter mile in under 10 seconds and its range of over 500 miles from a single charge.
“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,” said Peter Rawlinson, CEO/CTO of Lucid. “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.”
“We’re committed to utilising the entirety of the Saks Fifth Avenue ecosystem to introduce our customers to the best in luxury,” said Marc Metrick, CEO of Saks. “As an iconic luxury brand and an authority in the luxury space, Saks has been able to partner with companies that we know are of interest to our customers and complement the luxury lifestyle. With Lucid, we’re providing our customers with new, unique offerings outside of our traditional assortment, and we’re excited for them to experience this innovative offering online and in our stores for the first time.”
The two companies made headlines in December 2023 when Saks showcased Lucid’s halo performance model, the Air Sapphire, at the Saks Fifth Avenue New York flagship. The Air Sapphire was lowered into The Vault, a floor dedicated to high fine jewelry and watches at the iconic Saks Fifth Avenue New York flagship, through the flagship’s Rem Koolhaas-designed atrium.
Lucid Demo Drives at Saks Fifth Avenue Stores
The Lucid Air is a state-of-the-art luxury car with a California-inspired design that features luxurious full-size interior space in a mid-size exterior footprint. Lucid’s proprietary technology delivers the longest EPA-estimated range available of any electric car currently on the market alongside driver-oriented performance in a stylish car.
The Air lineup starts at $77,400* and consists of four models:
- Air Pure, recently added to Car and Driver’s esteemed 10Best List, with an estimated range of 410 miles**.
- Air Touring adds all-wheel drive, more performance, and 411 miles of EPA-estimated range**.
- Air Grand Touring features a meticulously curated interior, all-wheel drive, and is projected to remain the longest-range electric car on the market.
- Air Sapphire, the world’s first electric super-sports car, with 427 miles of EPA-est. range** and a 0-60 mph time of under two seconds.
Customers can book a Lucid demo drive by visiting Saks.com or in person at select Saks Fifth Avenue store locations. The demo drive program will debut at the Saks Fifth Avenue West Coast Flagship in Beverly Hills on Thursday, February 8, with additional participating stores to be announced at a later date including Atlanta, Boca Raton, Chicago, Greenwich, Houston, Las Vegas and Troy.
Digital Campaign
The partnership will come to life through a multifaceted digital campaign on Saks.com and Saks-owned channels. Campaign elements include an exclusive landing page where customers can experience the world of Lucid and book a demo drive of one of Lucid’s award-winning electric vehicles, a dedicated main homepage feature, an email campaign and unique social media content.
About Saks
“Saks is the premier ecommerce platform for luxury fashion in North America. Driven by a mission to help customers express themselves through relevant and inspiring style, we serve as a destination to explore and discover the latest from established and emerging designers. Our expertly curated assortment features sought-after names in women’s, men’s and kids fashion, as well as beauty, home and lifestyle merchandise. Through the Saks website and app, we provide access to professional stylists, inspiring editorial content and interactive events. Our differentiated approach seamlessly combines elevated online experiences with in-person services through an exclusive partnership with the Saks Fifth Avenue stores.”
About Lucid Group
Lucid’s mission is to inspire the adoption of sustainable energy by creating advanced technologies and the most captivating luxury electric vehicles centered around the human experience. The company’s first car, the Air, is a state-of-the-art luxury car with a California-inspired design. Assembled at Lucid’s factory in Casa Grande, Arizona, and King Abdullah Economic City (KAEC), Saudi Arabia, deliveries of Lucid Air are currently underway to customers in the U.S., Canada, Europe, and the Middle East.
