Founded in 2007, Lucid Motors is an American automotive company pioneering a new generation of electric vehicles. Combining luxury and sustainability to produce cars that are beautifully designed and good for the planet, Lucid abides by a vision that car enthusiasts "no longer have to choose between doing great things – and doing the right thing."
As a fast-growing, ambitious EV manufacturer operating in a competitive industry, building lasting brand loyalty among car lovers is critical to its success. Lucid is renowned as a real industry disruptor, capturing more and more of the market share in recent years. To continue its growth, Lucid needs to deliver a dynamic, omnichannel marketing and e-commerce strategy – whether it’s in brick-and-mortar ‘Studios’ or online. With a growing demand for on-brand, high-quality content to fuel these brand experiences, Lucid looked to create a digital content ecosystem that could support its ambitious goals.
The need for a single system of record
Lucid’s target audience appeals to a broad demographic of consumers, and the company has a growing number of channels and touchpoints through which it can advertise, inform, and sell its vehicles—both digitally and in-store. That’s why Lucid Motors needed a centralized system of record that could be the starting point for every brand interaction.
Lucid saw a digital asset management (DAM) platform as the missing piece of the puzzle. After auditing several providers, the innovative company sought an equally innovative DAM provider boasting industry-leading capabilities. It selected Bynder’s AI-powered DAM solution as the perfect solution for its needs.
Working closely with Bynder’s experts to create a best-in-class DAM solution configured for Lucid’s specific use case, Bynder operates as the foundation of Lucid’s entire content ecosystem. Now, teams can quickly access and distribute on-brand, publish-ready assets across its content supply chain—from its website and e-commerce channels to social media and in-store experiences. Bynder’s Brand Guidelines module provides a digital home for the Lucid Motors brand identity, ensuring everyone can access and use up-to-date brand assets correctly.
Bynder is the central source for Lucid Motors brand assets. We're able to provide teams with access to our final approved creative assets, which are leveraged in a number of ways.Cory Davis
Digital Asset Manager at Lucid Motors
High-quality, visually rich content is integral to Lucid’s go-to-market strategy and plays a pivotal role in how the brand engages with customers. Accessing and distributing the right content at the right time is key to the brand’s content operations. For Lucid, every team has a different need from Bynder—whether it’s marketing and PR to retail ops and web development.
By creating a centralized home for final and approved brand assets, Lucid’s employees can be self-sufficient in accessing what they need, when they need it—with the peace of mind that everything is up-to-date and on-brand. A tailor-made taxonomy, configurable access and usage rights, and integrations with adjacent technologies (like Drupal and Adobe creative tools) have helped streamline how assets are distributed, so the company can go to market faster than ever.
Within the last year, we’ve grown the number of active DAM users from 20 to 300. Over 20,000 digital assets are being managed in the DAM, and that number is growing every day.
Delivering unified customer experiences with DAM, online and offline
By positioning DAM at the heart of its brand’s content engine and omnichannel marketing strategy, Bynder has become essential to delivering exceptional content experiences to its customers.
Whether it’s launching a new car to market, engaging with fans on social media, or promoting the brand through PR partnerships, Bynder’s DAM platform enables teams to deliver targeted, on-brand, and persona-specific content across its various channels. With so many potential consumers in the consideration stage engaging with the brand on social media and its own website, the ability to distribute relevant content to these channels quickly has been hugely valuable.
All of the images, videos, and assets that are used on our website are delivered through our DAM. And we’re pushing content from Bynder to our social media channels on a nearly daily basis.
How Bynder functions as the guidebook for Lucid’s brand identity
When you’re catering to a luxury clientele, your website needs to offer an equally luxurious experience. Lucid’s customers are served rich, high-resolution imagery and videos to really get a good feeling of the Lucid product range. Customers can even customize their dream car with an interactive Design Yours tool as part of the path-to-purchase.
Our online retail experience extends beyond our cars. We also sell accessories, as well as apparel and other branded merchandise. In order to deliver that branded experience, we leverage the DAM to deliver these assets to the teams that build these webpages.
Lucid Motor dealerships are branded as ‘Studios,’ and it’s vital that interested buyers are given the same luxury and recognizable ‘Lucid’ brand experience in-store, too. Bynder’s Brand Guidelines tool is not only ensuring brand consistency digitally, but it’s also integral to building brand experiences in its Studios. Dealers can quickly access Bynder’s Brand Guidelines for a ‘guidebook’ on how each Studio should be designed (color palettes, logos, design elements, etc.) ensuring Lucid’s brand specialists have better control and consistency over its in-store experiences across the globe.
We also use Bynder’s Brand Guidelines to actually build our brick-and-mortar locations and make sure the brand and customer experience are the same across all touchpoints, so that when our customers visit our studio [dealership], they will know they’re in a Lucid space.
Accelerating speed-to-market and maximizing content ROI with Bynder’s AI Search
At a time when Lucid was undergoing a brand and content strategy refresh, the company implemented Bynder’s AI Search capabilities. Lucid’s DAM Manager saw its potential to significantly simplify and speed up its content operations and overall content distribution while reducing repetitive asset requests from colleagues.
Fundamentally, Bynder’s AI Search enables Lucid’s employees to leverage AI capabilities to intuitively find what they need quickly—even if they don’t know what they’re exactly looking for. Whether that’s searching in the DAM by uploading an external image, text-in-image searching, or aggregating visually similar assets in the same search results.
The benefits of giving employees more autonomy over the brand’s content are invaluable. Now, they can find the perfect image for their needs without needing specific keywords, or they can simply leverage an image found online and use it to find similar assets in the DAM. By automating the manual work of finding assets and maximizing the reuse of its existing content library, Lucid’s teams can get more ROI from content while saving time to focus on higher-value, strategic tasks.
As a DAM Manager, I’d estimate 70% of my weekly workload has been freed up since using AI Search because I’m receiving far fewer asset requests from users.
From refreshing the brand’s website imagery to finding niche assets from a specific event or partnership, searchability has been streamlined for faster content distribution across their marketing and e-commerce efforts.
The time spent searching for assets in the DAM has decreased from a couple of hours [for a typical brand campaign task] to just 30 minutes after just six months of using AI Search.
Elevating the digital experience to bring in new customers and boost revenue
As a fast-growing presence in the competitive EV market, standing out from the crowd and building a strong brand presence online is integral to Lucid’s marketing strategy. Bynder’s Dynamic Asset Transformation (DAT) module is particularly valuable in delivering omnichannel content experiences quickly and according to Lucid’s SEO targets.
Instead of manually creating multiple versions of the same digital asset to fit the specifications of each digital channel, DAT automates the process for faster speed-to-market by ensuring content stored in the DAM is hosted online in the right size and format for the right channel. Data-saving asset optimization also ensures Lucid’s webpages load quickly, operate smoothly, and are visually enhanced to guarantee high-quality digital experiences for customers.
Bynder’s Dynamic Asset Transformation tool helps us automate the asset optimization process throughout our ecosystem. It’s reducing the size of files on our webpages, cutting loading times, and giving us the advantage of ranking higher on Google.
With so many of Lucid’s customers interacting and purchasing from the brand digitally, these enhancements to the brand’s overall digital experience are having a big impact on bringing in new customers and boosting its bottom-line revenue.
Take the Bynder DAM for a test drive and discover the brand-boosting benefits yourself
Over 4,000 organizations worldwide use Bynder as their brand’s digital home for delivering exceptional content experiences. From centralized file storage and secure asset sharing to better brand consistency and project collaboration, we have a tailored solution to fit the needs of each and every customer. Why not see what Bynder can do for you with a free demo?
