Lucid showcases flagship vehicle showroom

Lucid Motors has demonstrated its flagship store in Los Angeles in a new video, as it continues to expand its footprint throughout the United States.

First opened in late 2020, the electric vehicle marque has published an in-depth tour of its Beverly Hills showroom – which also acts as a service centre for owners of the luxurious Air sedan.

Much like Tesla, the brand operates on a direct-to-consumer model, but it seemingly hopes to overtake the popular brand in one key area – customer service.

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A single Lucid Air takes the main stage at each location, allowing potential buyers to check it out in person. There is also an area that showcases the range of colours, trims and finishes available on the electric sedan, with configurations based on various locations throughout California.

One unique area is the virtual reality experience, which combines a physical mock-up of the cabin with a pair of VR goggles to allow people to step inside the virtual Air of their dreams – all while experiencing locations such as the Golden Gate Bridge in San Francisco.

There is also a merchandise area, as well as a large workshop housing the brand's mobile service vans.

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The company is additionally displaying a number of components fitted to the Air, such as the battery pack and electric motors – all of which were developed in-house.

Lucid is just one of many automotive manufacturers offering detailed experiences for customers through the direct sales approach.

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Fellow electric brand Tesla opened its first retail store in 2010, with CEO Elon Musk claiming at the time the firm would combine the “feel of an Apple Store with a Starbucks and a good restaurant”.

In Australia, luxury carmaker Genesis operates under a similar model, with minimalist studios having recently opened in Sydney and Melbourne – and plans to extend into Brisbane this year.

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Each company, however, is primarily focused on online sales – with physical locations instead acting as an extension to its sales network, largely for marketing purposes.

Cupra, the young Spanish performance marque from the Volkswagen Group, will also sell vehicles under an ‘agency model’ when it launches in Australia in mid-2022.

Lucid Motors currently has no plans to manufacture the Air in right-hand drive, meaning it remains off-limits for Australia, but the company has announced it will soon expand to Europe and the Middle East.