Elevating the Luxury Electric Vehicle Journey
- ClientLucid Motors
- IndustryAuto
- ServicesMarketing · Branding · Customer Experience · Technology
- CapabilitiesCustomer Experience
A luxury journey beyond the vehicle
Lucid is dedicated to electric luxury, where design, performance, and innovation come together in every detail. That commitment doesn’t stop at the vehicle—it extends across the entire customer journey.
This case study explores Lucid’s partnership with Code and Theory to rebuild and redesign the marketing site and reimagine the e-commerce funnel. You’ll see how the team approached elevating the digital experience to reflect the same sense of luxury at every touchpoint.
Key Takeaways
Boosted engagement through a refined digital journey.
Enhanced e-commerce with a sustainability-led design approach.
Transformed brand presence with an innovative website experience.
Crafted a cohesive end-to-end journey across key digital touchpoints.
Impact
For Lucid Motors, this collection helped strengthen the journey of luxury by drawing more people into the experience and keeping them engaged once they arrived. The result is a more compelling path from first impression to deeper exploration, supporting sustained interest in the brand.
Creating conversation and conversion
Lucid is known for excelling in technology — but tech, as important as it is, can often feel disconnected from the tangible benefit to the driver and their passengers. Understanding that, the website redesign messaging was crafted to connect with customers in a way that made the sustainable, electric luxury experience feel as comfortable as the rides themselves — creating an 18% increase in engagement and a 4X leap in average session duration.
Lucid's new website and its array of impact earned Mediapost's "Best Interactive Execution" honor within the 2024 Automotive Awards.
The (sustainable) future is bright
Lucid Motors was founded with the environment in mind, and today it goes beyond zero-emission cars. The new website showcases sustainability woven into the experience, from renewable energy at Lucid’s factory to eco-friendly materials in its luxurious interiors. Even the site layout was designed with sustainability in mind — utilizing dark mode to cut energy usage by up to 47%.
Designing the destination
Mirroring the attention to detail of the award-winning vehicle lineup, we elevated the aesthetics of the new website’s pages. Sweeping imagery, paired with moments of descriptive delight, guides users all the way from exploration to streamlined purchase — in style.
Impact at launch
We timed the website redesign with the launch of the Lucid Gravity SUV. With a careful blend of the aspirational and accessible, we humanized the otherworldly electric SUV with a gorgeous greeting and inviting messaging that resulted in a 7000% increase in sign-ups in over 60k sessions.
Crafting a journey of luxury for Lucid Motors
For Lucid Motors, we focused on crafting a journey that reflects luxury at every step. The work was shaped to feel intentional, cohesive, and premium in tone. Every detail supported a consistent experience aligned with the brand’s positioning.
The result is a clearer, more elevated path that reinforces what Lucid stands for. By keeping the experience refined and unified, the journey better matches the expectations of a luxury audience. It’s a foundation designed to carry that sense of luxury forward.
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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