Saks just added a new perk for customers: test drives of luxury electric cars.
The retailer announced a partnership with luxury electric vehicle company Lucid on Feb. 6. The relationship will extend across the Saks Fifth Avenue ecosystem. Lucid’s vehicles will be available for test drives at certain locations. Lucid marketing materials will be displayed in stores and on the retailer’s ecommerce website, the companies said.
SaksFifthAvenue.com and SaksOff5th.com are owned by Hudson’s Bay Co. The parent company is No. 28 in the Top 1000, Digital Commerce 360’s ranking of the largest North American online retailers.
“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 and chief technology officer 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.”
Inside the partnership between Saks and Lucid
Saks customers will get exclusive access to test drives of the Lucid Air, it said. Consumers can book a test drive of the $77,400 vehicle through Saks’ website or at the retailer’s West Coast flagship store in Beverly Hills. Test drives are available beginning Feb. 8.
Saks said more participating locations will be announced in:
- Boca Raton, Fla.
- Greenwich, Conn.
- Las Vegas
- Troy, Mich.
Lucid Air’s lineup has four trims:
- Air Pure
- Air Touring
- Air Grand Touring
- Air Sapphire
The company claims to have the longest range in the electric car market of up to 500 miles.
In conjunction with the test drives, Lucid launched a digital campaign through Saks’ online channels. The electric vehicle company now has a landing page on the Saks website, with an email campaign and social media content to come, Saks said.
Saks and Lucid previously worked together in December 2023. At the time, Saks placed the Lucid Air Sapphire model in its New York flagship store on the floor dedicated to jewelry and watches.
Selling luxury vehicles and luxury clothes
Saks positioned Lucid on its website as just another luxury product.
“A new luxury brand debuts at Saks February 6, but it doesn’t offer handbags, shoes, fragrances, clothing — or anything else you can fit in a shopping bag,” the website copy reads.
CEO Marc Metrick said as much in a press release.
“We’re committed to utilizing the entirety of the Saks Fifth Avenue ecosystem to introduce our customers to the best in luxury,” he said in a statement. “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.”
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