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Saks Stretches Luxury Appeal to Electric Cars

WIDER LUXURY: Saks, after lowering a Lucid Air Sapphire car down to the lower level jewelry floor at its Fifth Avenue flagship in December, now has an explanation for going to the trouble.

Saks and Lucid, the electric vehicle company, have launched a multifaceted partnership providing demo drives at Saks Fifth Avenue Beverly Hills and later at Saks in Atlanta; Boca Raton, Fla.; Chicago; Greenwich, Conn.; Houston; Las Vegas, and Troy, Mich. The partnership entails putting content on Saks’ digital channels, and a Lucid landing page on Saks.com.

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“We’re committed to utilizing the entire Saks ecosystem to introduce our customers to the best in luxury,” Marc Metrick, chief executive officer of Saks, said in a statement. “With Lucid, we’re providing our customers with new, unique offerings outside of our traditional assortment…”

“The collaboration brings the Lucid brand directly to Saks clientele searching for fine craftsmanship and innovation that seamlessly blend into their lifestyle,” Peter Rawlinson, Lucid’s CEO and chief technology officer, said in a statement. The Lucid Air electric vehicle starts at $77,400, has four models, and a range of more than 400 miles.

Saks has ventured into other areas outside its core fashion business, including having its stylists become “brand ambassadors” for Inspirato Inc., the luxury travel subscription service, and providing bedding to United Airlines’ international business class program called Polaris.

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