Lucid Motors has been in the news lately, such as its stated goal of having upwards of 1,800 horsepower for the Tesla Model S-rivaling Lucid Air. Revealed just last month, the Lucid Air all-electric sedan already has a maximum of 1,080 hp and an EPA estimate range of 517 miles on a single charge. But one question still remained: Where could we personally go and check one out in the flesh? Today, we have the answer.

Lucid Motors has just announced it has opened its Beverly Hills Studio and service center and, not at all surprisingly, the Lucid Air lineup is already on hand. Like Tesla, Lucid has a direct-to-consumer business model, meaning no franchised dealerships. And judging by these newly released photos, the Beverly Hills Studio is not exactly your ordinary dealership showroom. It is an all-out "digitally-oriented luxury experience tailored to each customer's purchase and ownership preferences."

But it's the new Beverly Hills studio on Wilshire Blvd. that's a much bigger appeal than any home computer monitor. Customers can see first-hand interior materials and color options on display along with other custom finishes. But why Beverly Hills first? Why not, say, New York City?

"California has always been a leader in making bold decisions, and recent announcements around the phasing out of gas-powered cars has reinforced just how much the state embraces innovation, including EVs as a sustainable mobility alternative," said Peter Rawlinson, CEO and CTO of Lucid Motors. "With this Southern California location as the first of many to come, now more people have the opportunity to engage in an entirely new EV car-buying journey that is as groundbreaking as the performance, efficiency, and design benchmarks set by the Lucid Air itself."

One interesting studio asset is the Virtual Reality Experience which combines the physical and virtual worlds with a Lucid Air interior model that allows the customer to see their potential car inside and out. Thanks to a 4K VR configurator, they can configure all interior finishes and materials and select an exterior color. Forget the days of automaker paper brochures.

The Beverly Hills Studio is just one of 20 planned studios that will open in different cities throughout North American by the end of 2021. The Lucid Air itself carries a starting price of $87,500, after the $7,500 federal tax credit. A fully-loaded Lucid Air Grand Touring begins at $131,500, also with the credit.