Electrical car makers financial institution on plugging into Miami’s love affair with flashy automobiles

Estimated read time 8 min read

In his timeless tribute to Miami, Will Smith sums up the town’s love of luxurious automobiles:

Lucid Motors is one electrical automobile maker that hopes Miamians can pay not less than that a lot for the corporate’s increasing line of ultra-luxury automobiles and SUVs. Essentially the most reasonably priced model of the Lucid Air sedan begins at $87,400. The costliest mannequin he’s from $ 249,000. And Lucid, which makes the world’s most costly electrical automobiles, is only one of many automakers promoting $100,000-plus electrical automobiles to Miami patrons on the lookout for additional cash.

Lucid has been promoting automobiles in South Florida since December 2020, when it opened two showrooms (we name them “studios”) in Miami’s Brickell Metropolis Heart and West Palm Seaside’s The Sq.. These two South Florida outposts had been the primary showrooms Lucid constructed exterior of its dwelling state of California. They got here earlier than the corporate ultimately expanded to New York, Chicago, Washington DC, and 20 different places.

Jeff Currie, Head of Advertising for Lucid, stated: “That is the place our firm relies and the place Silicon Valley is. However South Florida has turn out to be a vital EV market.”

DA Barrera


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Rear view of a Lucid Air Grand Touring mannequin at Lucid’s Brickell Studio showroom, new high-end electrical car firm, in Brickell Metropolis Heart, Miami, Florida, Friday, December 2, 2022.

Miami streets are actually plagued by luxurious EVs made by Lucid rivals, together with Rivian R1T pickup vans (beginning at $73,000 and typically over $100,000) and electrical Hummers ($87,000 to $120,000). , Porsche Taycans ($86,700 to $211,000) and all kinds of Teslas (begins at comparatively low-cost $47,000 however runs as much as $250,000).

In a roundabout manner, Miami’s love of flashy electrical automobiles is paving the best way for extra reasonably priced EVs to be rolled out all through Florida and world wide. Luxurious patrons are paying massive to assist construct new electrical automobile factories and analysis new generations of long-range, low-cost batteries. In the meantime, demand from early EV adapters has led governments and companies to put money into public charging stations.

In response to the U.S. Environmental Safety Company, these developments will enhance entry to electrical automobiles and cut back the transportation sector’s carbon footprint. The transportation sector is the most important supply of climate-changing greenhouse gases within the US financial system.

South Florida, the lesser-known EV capital of the USA

Lucid’s Brickell studio feels extra like an Apple retailer than a automobile showroom. The partitions are paneled with mild wooden and have clean lighting. Synth-based beats ooze out of hidden audio system. Subsequent to the precise automobiles on show are her pair of stand-alone automobile seats with digital actuality headsets on them, the place clients can sit and see several types of interiors in her trim. you possibly can see what it seems to be like.

Virtual reality mask closeup

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miami herald

A digital actuality expertise on the Brickell Studios showroom of Lucid, the brand new high-end electrical car firm, in Brickell Metropolis Heart, Miami, Florida, Friday, December 2, 2022.

Throughout Artwork Basel earlier this month, Lucid employed digital artwork studio W1 Curates to arrange wraparound screens inside and outdoors the showroom to show three-and-a-half-minute artwork movies and loops of NFTs for artwork lovers. Attracted dwelling. who landed on the town. Amongst them was New York Mets star shortstop Francisco Lindor. He just lately signed a 10-year, $341 million deal and visited the showroom along with his household to check drive Lucid his Air.

It was an ideal scene for the luxurious luxurious automobile market in South Florida.

    Lucid Air Grand Touring model in showroom

DA Barrera


miami herald

A Lucid Air Grand Touring mannequin surrounded by animated paintings on the Brickell Studio showroom of recent high-end electrical car firm Lucid in Brickell Metropolis Heart, Miami, Florida, Friday, December 2, 2022.

Florida is the second largest electrical car market in the USA, after California. Miami-Dade and Broward counties have the very best gross sales of electrical automobiles within the state, stated Jennifer Saro, president of Drive Electrical Florida, a commerce group that promotes electrical car adoption within the state.

South Florida is especially robust in luxurious EV gross sales.

Szaro says: Different main markets within the state, together with metropolitan areas of Tampa, Orlando and Jacksonville, are likely to concentrate on extra reasonably priced electrical car fashions such because the Nissan Leaf, Chevrolet Volt and Kia Niro.

AutoTrader Government Editor Brian Moody stated of the Miami automotive market: “Many of those new electrical automobiles incorporate some form of interesting issue, both via efficiency, luxurious or design.”

    Lucid EV interior fabric swatches

DA Barrera


miami herald

Swatch showcasing Lucid EV inside materials at Lucid’s Brickell Studio showroom, a brand new high-end electrical car firm, in Brickell Metropolis Heart, Miami, Florida, Friday, December 2, 2022.

Other than the $2 million+ luxurious automobiles from area of interest automakers like Lotus, Rimac and Nio (just a few dozen ever made), Lucid has constructed a few of the world’s most costly electrical automobiles. on the market. It has established itself as a extra luxurious various to Tesla, the reigning champion of the high-end EV market. By lavishing the automobile with costly leather-based and wooden interiors, equipping the automobile with a battery that boasts over 400 miles of vary, and creating avant-garde ads asserting new releases, the corporate added a “flashy ingredient” to the model. is woven.

That branding appealed to former financial institution president Andy Hardin, who grew to become obsessive about Lucid after seeing fictional high-powered lawyer Sam Margolis drive a automobile within the Amazon Prime sequence “Goliath.” He just lately bought his cherished 1966 Ford his Thunderbird and pre-ordered his Lucid Air.

“It is a top-of-the-line luxurious automobile, however the Tesla actually appeared like a top-of-the-line automobile, however with a starter set inside,” Hardin stated. “This isn’t luxurious like luxurious”

man talking to salesman in car

DA Barrera


miami herald

Prospect Andy Hardin talks with a salesman inside a Lucid Air Grand Touring mannequin at Lucid’s Brickell Studio showroom, a brand new high-end electrical car firm in Brickell Metropolis Heart, Miami, Florida, Friday, December 2, 2022. doing.

Luxurious EVs Subsidize Inexpensive Electrical Automobiles

Most of us won’t ever personal a Lucid.

“Take into consideration runway vogue,” Szaro stated. “How many individuals are shopping for Christian Dior? is setting the tone for

Szaro says the identical is true for automobiles. Electrical automobiles hit the luxurious market, had been purchased feverishly by rich clients, and created years-long ready lists for automobiles just like the Tesla Mannequin 3 and the Rivian R1T. Inspired by these outcomes, the automaker is increasing its providing of extra reasonably priced EV fashions just like the Chevy Bolt, which begins at $25,600. Chevy’s father or mother firm, GM and Honda, have introduced plans to promote a number of fashions of electrical automobiles for underneath $30,000 by 2010.

Close-up of the 34-inch glass cockpit in the driver's interior of a Lucid Air Grand Touring model

DA Barrera


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An in depth-up of the 34-inch glass cockpit within the driver’s inside of a Lucid Air Grand Touring mannequin on the Brickell Studio showroom of Lucid, a brand new high-end electrical car firm in Brickell Metropolis Heart, Miami, Florida. Friday, December 2, 2022.

Szaro says: “And engineers engaged on the following technology of reasonably priced electrical automobiles will draw from that have and say, ‘How can we make one thing that may not be as shiny, however that may ship the identical vary? Is it?’ you possibly can assume.”

Obstacles Stay for Florida’s EV Adoption

Nonetheless, simply 6% of the automobiles bought in Florida are electrical, in line with a September report from Atlas Public Coverage and the Southern Alliance for Clear Power. That quantity has doubled from the place he was a yr in the past, however there may be nonetheless an extended solution to go earlier than electrical automobiles turn out to be the dominant mode of transportation.

One of many largest obstacles is the shortage of public charging stations. Quick charging is very essential in Florida, the place hurricanes can drive drivers to evacuate lengthy distances rapidly. “Presently, there may be little infrastructure within the state to assist evacuations, and most of I-75 and his I-10 within the Panhandle have little quick charging,” state officers stated in his 2020 announcement. I’m writing within the report.

Florida EV Charging Corridor Plan Map

This picture of the 2020 Florida Electrical Automobile Roadmap reveals the state’s accomplished EV charging hall (inexperienced) and a deliberate extension (purple) funded partially by a federal infrastructure invoice.

In September, the White Home accredited $198 million in funding from a federal infrastructure invoice to fund plans so as to add extra charging stations in Florida. Underneath the plan, the state will cowl an extra 4,000 miles of highway and set up fast-charging stations at intervals of not more than 50 miles. Every station has not less than 4 plugs able to charging 150 kW at a time.

This local weather report is funded partially by non-public donors, Florida Worldwide College in partnership with the Knight Basis. The Miami Herald retains editorial management of all content material.

This text was produced in partnership with the Florida Local weather Reporting Community, a multi-newsroom initiative fashioned to cowl the impacts of local weather change within the state.

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