In this edition, the UX Team is testing the Lucid Air. As a newcomer OEM, standing out from the established incumbents is a necessary achievement. It would certainly appear initially that for Lucid’s first attempt, there is very little to separate the level of effort and execution from some of the industry heavy hitters, with a very convincing impression of brand language and modern style from an OEM with no tangible established brand impressions (yet).

SBD’s HMI UX Evaluation Report Series provides a comprehensive assessment of the latest systems released globally. Over the course of this year, our team of HMI and UX experts will benchmark six vehicles from Europe, the US, China, and Japan to understand who is leading in the space, and who is falling behind. Each report helps provide an indication of what the final customer experience of each vehicle should be. In doing so, the team thoroughly scores and analyses them across several HMI domains.

These include the vehicle’s ADAS, infotainment, navigation, voice recognition, connected feature, and convenience capabilities. Our experts assess the reliability of each domain - testing their repeated usability, evaluating whether their solutions provide the features that customers expect and need, and gauging how easy these features are to learn. Likewise, the potential perceived quality of individual HMI components is measured against its impact on the overall customer experience.