Tuesday, November 24, 2020
News Lucid Motors Says Tesla Is Not A Main Competitor

Lucid Motors Says Tesla Is Not A Main Competitor

Lucid aims to attract higher-end premium luxury car buyers, a segment not quite impacted by Tesla


  • Production of their first car, the Lucid Air, begins later this year.

  • Lucid wants to “help” Tesla accelerate the adoption of EVs.

  • Lucid’s main target is the Mercedes-Benz S-Class drivers and owners.


The bottom line is that no matter the name, heritage, and pedigree the car company may have, if they build and sell an electric vehicle, they will irrevocably be compared to Tesla. Although Lucid CEO Peter Rawlinson understands why his company and car is compared to Tesla, he says that his product is aimed at Mercedes-Benz S-Class customers.

No one will escape the comparisons, and many years will go by before Tesla becomes just another car maker. The latter has created the EV, the EV lifestyle, fast-forwarded the technology, and has become synonymous with electric vehicles. The difficulty with automakers such as Volkswagen (ID.4), Cadillac (LYRIQ), and Porsche (Taycan) is not being compared to Tesla that now has models in the four most important segments. These automakers would like to avoid being paralleled to Tesla as in many instances, the American EV company is still leagues ahead.

This will also apply to Lucid and the Air even though Rawlinson told Yahoo Finances the following: “I would say our main competitor is a car company; I highlight Mercedes Benz in terms of the attributes of Lucid Air. We’re going after S-class Mercedes, but it’s a natural comparison, and I accept that comparison with Tesla,”

No matter how luxurious or efficient, the Air is an expensive electric sedan which will compete against the Tesla Model S. And even if it’s more luxurious and refined, by the time the Air’s production is ramped up, Tesla will have updated the Model S in some way, shape or form to match or surpass the competition.

Lucid Air | Photo: Lucid

All car manufacturers’ marketing departments will have a tough job of convincing buyers that their EVs are not, regardless of the price, competition to Tesla vehicles. EV buyers are wiser than that so best they accept the inevitable and work with it.

The interview with Rawlinson touches on many other related topics and is worth the 8:36 minutes.

Trending Now

Lamborghini Huracán STO Images Leaked Ahead Of November 18th Reveal

The Huracán STO is a street-legal racecar. Its design is inspired by Lamborghini’s Squadra Corse heritage. This latest soon-to-be-revealed Lamborghini Huracán is not just...

Tesla Sales Struggle as VW ID.3 Hits Market: Report

Real-time data shows Tesla falling hard to VW in Netherlands, Norway ID.3 quickly becoming Euro EV of choice Once the darling of the market,...

2022 Honda Civic Prototype Makes Global Debut On Twitch

The 2022 Honda Civic Prototype is a near production-ready version of the next-generation Civic sedan. The Civic sedan will be on sale in...

Tesla Once Again Hinting At A Hatchback For Europe

This was said during a European battery conference. Smaller Tesla cars will be made at the new Berlin factory. Tesla’s stocks are currently...

2022 Infiniti QX55 Debuts as the Brand’s New Crossover Coupe

The 2022 Infiniti QX55 will go on sale in the United States and Canada in the spring of 2021. Its turbocharged 2.0L engine...
Matt St-Pierre
Matt St-Pierre
Trained as an Automotive Technician, Matt has two decades of automotive journalism under his belt. He’s done TV, radio, print and this thing called the internet. He’s an avid collector of many 4-wheeled things, all of them under 1,500 kg, holds a recently expired racing license and is a father of two. Life is beautiful. Send Matt an emai

LEAVE A REPLY

Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.