On the 6th of February, Lucid Motors took a bold step into the luxury scene by teaming up with the legendary American department store chain, Saks Fifth Avenue.

This partnership opens up the opportunity for Saks shoppers to get behind the wheel of Lucid’s sleek Californian-made vehicles right in the store’s locations. Lucid CEO Peter Rawlinson hailed the move as a landmark moment, blending Lucid’s cutting-edge tech and sleek design with Saks’ unparalleled luxury retail prowess.

This isn’t the first time Saks and Lucid have crossed paths. Back in December 2023, the electric car innovator turned heads at Saks’ New York flagship by unveiling its top-tier Air Sapphire model in a dazzling display withinThe Vault , a floor dedicated to fine jewellery and watches through the store’s atrium.

Lucid first made its mark in the Big Apple in 2021, setting up shop with its inaugural Lucid Studio at 2 9th Avenue, nestled in the buzzing Meatpacking district. Crafted in partnership with the world-famous architectural firm Marmol-Radziner, the studio is a testament to Lucid’s vision of post-luxury, offering a sanctuary where enthusiasts can delve into the entire Lucid Air electric vehicle lineup.

From the entry-level Lucid Air Pure priced at $77,400 to the top-of-the-line Lucid Air Grand Touring starting at $139,000, Lucid promises a ride that’s nothing short of electric. Think eye-watering power up to 1,080 hp, neck-snapping acceleration, and a range that pushes past 500 miles on a single charge.

But Lucid’s venture goes beyond just horsepower and high-tech. It’s about offering an unparalleled luxury experience, blending the tangible and the digital.

Through the 4K VR configurator, customers can tailor their Lucid down to the last detail, whether they’re in the studio or lounging at home, thanks to “Lucid Studio Live”. This digital service brings the showroom to your living room, with a Lucid rep guiding every step of the way, marrying the physical and the digital in a truly avant-garde shopping experience.

Lucid Motors isn’t just advancing electric vehicle tech; it’s redefining what it means to shop for a car in the luxury lane!

This article is part of our ‘New Mobility’ special feature, examining the revolutionary changes sweeping through the automotive industry: