Lucid Motors Factory
Lucid Motors Factory

Lucid Motors claims: ‘Tesla is not a Luxury Brand’

‘Tesla is not a premium brand’, according to Lucid Motors, although it is still an innovative Company.


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Lucid Motors has released a report on its IBRO to express its merger with Churchill Capital Corp IV. Among some other things, it can be seen in the report released by the Californian-based Startup that Lucid motors considers itself to be a ‘Post-Luxury’ brand, setting up itself as a direct competitor to Audi, BMW, and Mercedes-Benz. 

Consequently, the company views Audi as a luxury brand representing technology. Simultaneously, BMW is a brand that represents luxury with a sporty touch, and Mercedes Benz is the definition of Classic Luxury.

Meanwhile, Lucid’s take on being a ‘Post-Luxury’ brand will make it a combination of qualities from these three iconic German marques. The Californian EV startup promises high levels of efficiency, state-of-the-art technology, and meticulous finishes for its products.

However, wherein this debate of being a Luxury car brand does Tesla fit in, according to many, Lucid’s chief rival.

Lucid Motors Post Luxury
Lucid Motors Post Luxury

In its Keynote address, Lucid equates the Air with the likes of the Mercedes-Benz S-Class and premium performance EVs like the Tesla Model S and the Porsche Taycan. It emphasizes the AIR’s truly astonishing range of close to 837 km EPA.

The Air is also capable of charging at a significantly faster rate than its primary EV rivals. Among several other features, the Lucid Air can also recover about 480 km of its range in just under 20 minutes.

Either way, the Lucid Air stacks up against both in terms of performance and price compared to the equivalent Mercedes-Benz S-Class.  

Recently, Rawlinson confirmed that Lucid would soon introduce a far more inexpensive model in its line up which will go up against the likes of the Tesla Model 3. This is most likely to happen after the brand launches the Air & Gravity (a luxury SUV scheduled for 2023).

However, some experts believe that the Young EV brand is a little late to the party with consequent delays as far as market launch is concerned.

Lucid Motor CEO:CTO Peter Rawlinson
Lucid Motor CEO | CTO Peter Rawlinson

Source: Press Release