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Saks Introduces a New Category — Electric Cars

Lucid electric vehicles featured on the Saks.com home page.

Saks, the ecommerce counterpart of Saks Fifth Avenue, has launched a new partnership with luxury electric vehicle company Lucid across its website and stores.

The Lucid Air
Saks will offer exclusive demo drive experiences of the Lucid Air at select Saks Fifth Avenue locations. (Image courtesy Lucid)

Lucid now has a dedicated landing page and a homepage feature on Saks.com. The brand also will be featured in content on Saks’ digital channels, including an email campaign and social media content. Saks.com is featuring four Lucid models — the Air Pure, the Air Touring, the Air Grand Touring and the Air Sapphire — with prices starting at $77,400

Customers also can book a Lucid demo drive on Saks.com or in person at select Saks Fifth Avenue store locations. The demo drive program will debut at the Saks Fifth Avenue West Coast flagship in Beverly Hills, Calif. on Feb. 8, with additional participating stores to be announced at a later date, including Atlanta, Boca Raton, Fla., Chicago, Greenwich, Conn., Houston, Las Vegas and Troy, Mich.

Saks and Lucid made headlines in December 2023 when Saks showcased Lucid’s Air Sapphire at its Fifth Avenue New York flagship by lowering the car into The Vault (the floor dedicated to fine jewelry and watches) through the store’s atrium.

“We’re committed to utilizing the entirety of the Saks Fifth Avenue ecosystem to introduce our customers to the best in luxury,” said Marc Metrick, CEO of Saks 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.”

The partnership with Lucid is another example of how Saks is leveraging its new business model, which saw the company spin off its ecommerce operations into a separate company in 2021.

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