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Tesla Challenger Lucid Motors to Open its First East Coast Design Studio This Week in Miami

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【Summary】California luxury electric vehicle startup Lucid Motors announced on Thursday that will open its first East Coast Lucid Studio retail location in Miami, Florida this week. The design Studio will open at the Brickell City Centre, an upscale retail and residential mixed use development on Saturday, Dec 19. The Lucid Studio in Miami is the first of a network of Lucid Studios that will open on the East Coast of the U.S. in 2021, the company said.

Eric Walz    Dec 17, 2020 12:45 PM PT
Tesla Challenger Lucid Motors to Open its First East Coast Design Studio This Week in Miami

California luxury electric vehicle startup Lucid Motors continues to expand its retail presence in the U.S. The company will not have a traditional network of dealers to sell its electric vehicles, so Lucid Motors is opening Lucid Studios in upscale shopping centers and other urban locations throughout the U.S. where customers can check out the Lucid Air sedan in-person, the company's first vehicle.

The company announced on Thursday that will open its first East Coast Lucid Studio retail location in Miami, Florida this week. The design Studio will open at the Brickell City Centre, an upscale retail and residential mixed use development on Saturday, Dec 19.

The Lucid Studio in Miami is the first of a network of Lucid Studios that will open on the East Coast of the U.S. in 2021, the company said. Lucid plans to open a second Florida location in West Palm Beach in early 2021. Other Studio locations will include New York City, Boston, the D.C. Metro, Chicago, as well as multiple new locations in Lucid's home state of California.

The Lucid Motors Design Studios will support the company's "direct to customer sales strategy."

The first Lucid Studio opened at the company's headquarters in Newark, CA. In October, Lucid opened its second Design Studio in Beverly Hills, CA. Customers can even book a private appointment at the Beverly Hills Studio in order to comply with current social distancing guidelines.

"The opening of our first East Coast Studio in Miami signifies a remarkable milestone for Lucid, marking the expansion of our retail network across the United States and introducing Lucid to an ever-growing audience. Our first product, Lucid Air, a true luxury EV, is setting new standards in power, efficiency, comfort and range. I'm confident that these attributes will resonate with Floridians attracted to the benefits a state-of-the-art EV can have upon their family, their community, and indeed, the world," said Peter Rawlinson, CEO and CTO, Lucid Motors.

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The Lucid Air sedan on display at the company's design Studio in Beverly Hills, CA.

All Lucid Studios are designed to give customers the opportunity to experience the Lucid Air up close and in-person and learn more about Lucid's advanced electric powertrain technology. Customers can also reserve a Lucid Air at any of the company's design Studios.

Lucid is among a new crop of EV startups competing with Tesla in the luxury-electric vehicle space. The company's first battery-powered vehicle is the Lucid Air sedan.

The first available Lucid Air model will be the limited production Dream Edition, available from $161,500, featuring up to 503 miles of range, with 1080 HP and a quarter mile time of 9.9 seconds.

The Lucid Air Model lineup includes the Air, Air Touring, Grand Touring, and limited production Dream Edition. After the $7,500 EV tax credit, the Air Touring costs $80,000 while the Grand Touring costs $124,000.

The least expensive Lucid Air version costs $77,400, or $69,900 after the U.S. Federal Tax Credit of $7,500. This price point makes it a closer competitor to the Tesla Model S and electric Porsche Taycan.

The company says its ultra-luxurious Air sedan is the "world's most advanced electric car" and it will define Lucid as a company going forward. 

Lucid Motors officially revealed the production version of the Air in a global webcast from the company's headquarters in Newark, California on Sept, 9.

Lucid Air production begins in Spring 2021 at the company's newly completed Advanced Manufacturing Plant (AMP-1) in Casa Grande, Arizona. The company broke ground on the factory last December.

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The Lucid Studio VR Experience

Every Lucid Studio will offer a digitally-oriented luxury experience, the company says. The Studio features Lucid's unique "Virtual Reality Experience", which combines the physical and virtual worlds with a vehicle interior model that allows customers to explore the Lucid Air inside and out by wearing a VR headset. 

The companion 4K VR configurator allows customers to select interior finishes and materials to exterior color and view them in VR as if they were sitting in the car. 

For customers who would rather shop from the comfort of home, Lucid's online configurator mirrors the in-person Lucid Studio experience. The company's website features Lucid's "Design Yours" configurator, which is a cloud-based configurator powered by ZeroLight's Concierge visualization tool.

Without a network of dealerships to sell its vehicles, Lucid Studios will be the first point of contact for Lucid's customers, so the company designed the locations to be a welcoming and warm environment with a clean aesthetic.

Lucid is developing an equally customer-focused service strategy using a team that will come to a customer's location using mobile service vans. Eventually, a nationwide network of service centers, mobile service providers and certified collision repair centers will be linked to Lucid's customer care team to address any customer issue, the company said.

Lucid Motors is emerging as a competitor to Tesla with its Air sedan. CEO Rawlinson is also a former Tesla employee and served under Elon Musk as chief designer of the Tesla Model S before joining Lucid.

The company is backed by a $1 billion investment in Sept 2018 from Saudi Arabia's PIF fund.


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