First look: Lucid Motors’ luxurious electrical automobile showroom at Natick Mall
Natick Mall’s new Lucid Motors luxurious electrical automotive showroom and repair middle, which opened in mid-December, felt by some means acquainted to me on my first go to, but a part of another world.
I used to purchase tires and get our vehicles serviced infrequently on the Sears Auto Heart that after occupied a part of the house—plus my TV repairman-turned-satellite-TV-installer-turned-garage-door-opener-installer Dad typically used to function out of there for Sears. However the busy cut-through Sears store that closed in 2018 has given technique to a spacious and welcoming Lucid studio that brings a California vibe to the mall. Lucid seeks to promote locals on autos that earned the celebrated MotorTrend Automotive of the Yr honors for 2022 primarily based largely on their distinctive 500-plus-mile vary when absolutely charged and their super-fast charging capabilities.
Like so many companies today, Lucid doesn’t let a lot of its workers communicate for the corporate to the press. So we’re left with what they are saying in advertising outreach that includes compulsory references to being on an EV “journey,” and so forth. I gained’t attribute any direct feedback to particular folks. However my escort by means of the showroom and the row of demo vehicles outdoors was a useful “studio advisor” who was properly versed on the Lucid line and the electrical automobile market typically. My information enjoys the workforce environment at Lucid’s Natick location (Lucid’s hiring) in addition to the out there help from the Seaport showroom in Boston that opened this previous spring.
Simply searching
I made clear that I used to be there to jot down a put up in regards to the showroom and take some photographs, not buy a automobile or check drive one. Lucid lists its Air Touring mannequin beginning at $107,400, which is greater than I’ve paid for a lifetime of vehicles thus far. Though my lack of automotive cred was apparent, I used to be nonetheless invited to take a seat in a Lucid Air Grand Touring mannequin on the showroom flooring and take a look at its futuristic options.
I’m no automotive man (says the proprietor of such autos over time as a Dodge Colt, Nissan Versa, and a Saturn). However my powers of commentary informed me that the Lucid sedan is a roomy, stunning automobile that comes with a cultured and fragrant leather-based inside (a vegan model that doesn’t use actual leather-based can be out there), a seemingly countless glass cover with ultraviolet safety, and a multiscreen touch-and-voice-activated dashboard complemented by just a few bodily buttons in order to not overwhelm the driving force with tech. Lucid acknowledges it has some work to do on its software program, and automotive reviewers have typically been affected person with this.
Trash speak from a rival
For those who’re not aware of Lucid, the corporate began in 2007 with a deal with EV parts and didn’t ship its first autos till 2021. CEO Peter Rawlinson was chief engineer of Telsa’s Mannequin S, and we have been informed loads of ex-Tesla workers have been filling Lucid’s ranks. Lucid has gotten the eye of Tesla’s Elon Musk, who lately warned in regards to the rival’s prospects (“They don’t seem to be lengthy for this world”).
At Natick Mall, now each Lucid and Tesla have showrooms, and you may schedule a check drive for Lucid on-line. You may also simply pop into the showroom and go searching. A gradual stream of tourists roamed whereas I used to be there on a Wednesday afternoon.
Again to the Lucid Air Grand Touring mannequin on the showroom flooring: the studio advisor confirmed a few of the automotive’s fancy options, together with a wide range of stress-free and stimulating therapeutic massage settings for the seats. These may properly be wanted given the automobile’s lengthy vary per cost.
From there I used to be given a fast tour of the showroom, together with public restrooms, a merchandise retailer, a refreshments station and lounge, and a configuration room, the place mini fashions of Lucid Airs and samples of their interiors assist offer you a really feel for which colour scheme could be for you. The palettes are impressed by California areas just like the Mojave Desert—I requested if a Natick-inspired theme could be on the best way (snowstorm white?), however was informed that was extremely unlikely.
For many who “reserve” (aka, purchase) a automotive, you possibly can organize to have it delivered to your own home, one other location, or choose it up on the Natick showroom’s glassed-off supply bay. No elaborate ceremony awaits you, however you’re going to get a radical briefing on the automotive, a custom-made person interface set-up, plus a present bag.
Natick, an auto fanatic’s dream city
We took a fast have a look at the service space, however I used to be requested to not take photographs to guard the privateness of any Lucid homeowners whose vehicles could be there. As a result of Lucid’s Seaport location doesn’t have a service bay, native homeowners will probably be heading to Natick. Actually, the closest service facilities are in New York and Canada, so the service middle may draw folks from afar to the mall.
From there, we went outdoors and checked out a handful of demos, some hooked as much as Lucid charging stations. A smooth house charging station mannequin can be within the showroom.
Lucid’s native workforce informed me they’re promoting vehicles each day. So anticipate to see extra Lucid Airs on the roads—no less than as their homeowners return to the swanky Seaport space—and perhaps at native charging stations.
