Lucid Motors plans to offer virtual-reality test drives to sell its electric vehicles

Lucid Motors sets to stay ahead of competitors thanks to VR

 

The electric vehicle startup Lucid Motors has a strategy for drumming up interest in its upcoming Lucid Air luxury vehicle that begins production late this year: ultra-designed retail spaces that offer virtual reality test drives.

Lucid Motors VR
ph. Lucid Motors

Why it matters: The luxury EV market is getting more crowded. Startups like Silicon Valley-based Lucid — a largely unknown brand in what’s still a very small market — need a way to differentiate themselves and gain cachet.

The company announced Thursday a “direct-to-consumer” model with planned retail spaces that will “enable customers to experience the brand and its products in locations that underscore its unique design aesthetic.”

  • Lucid is also one of several EV players eschewing the traditional dealership model of sales.
  • The company — which is staked with $1 billion from Saudi Arabia’s sovereign wealth fund — plans to unveil the production version of the car and pricing next month in New York.

What’s next: Lucid has one customer studio open in Silicon Valley and plans to open eight more this year in New York, Florida and California.

More service centers and studios are slated to open in 2021 in those states as well as Washington, D.C., Chicago and Europe, the company said.
The announcements also touched on other parts of its strategy, like having a fleet of mobile service vans to provide roadside assistance.

 


 

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