Skip to main content

Lucid takes aim at Tesla Model 3, Model Y with $50K EV plans

Lucid may have started with premium models, but going head-to-head with the Tesla Model Y was always the plan

2024 Lucid Air Sapphire parked in front of a house.
Lucid Motors / Lucid Motors

Outside of discussing dreams, if you aren’t familiar with what ‘Lucid’ represents in the world, don’t worry; you’re not alone, and we’re here to help. In short, Lucid is the new Tesla… sort of. Lucid is an electric car manufacturer founded in 2007 under the name Atieva in part by former Tesla Motors VP Bernard Tse. Beyond their co-founder, Lucid’s CEO, Peter Rawlinson, is also a former Tesla employee who served as chief engineer of the Model S at Tesla. Almost a decade later, in 2016, Atieva was rebranded as Lucid Motors and announced its first car, the Lucid Air, was set for production to compete at the luxury level against top-tier and expensive models from BMW, Mercedes-Benz, and, of course, Tesla. But, Lucid’s CEO recently interviewed with ABC News and announced that Lucid’s newest project will target not only a much lower and affordable pricepoint but also the Tesla Model 3 and Model Y.

Recommended Videos

Lucid wants to appeal to your heart, not just your pocket

It seems clear that electric cars are the wave of the future, with a myriad of benefits to not only the world but also to our health as well. But, to get the majority of drivers on board, electric cars will need to offer more. Clearly aware of this, in the interview with ABC News, Rawlinson spoke reverently of the lure electric cars possess, saying, “The feeling of the road, the feedback through the steering, the instantaneous torque – there is romance with an electric car.” Beyond just an emotional appeal, the other issue is cost.

Until recently, playing in the air of pure electric, was a rich person’s game. The cheapest offering from Lucid currently is the Air Pure, which starts at a lofty $82,400. Asked about the idea of building a more affordable all-electric car, Rawlingson replied, “That is exactly why I go to work. I am not here to build an expensive car that only rich people can afford.” He went on to explain that the reason Lucid began their company selling high-priced people movers was because it was “the only way I could make the business work financially.”

Lucid Air Sapphire parked in front of a house
Lucid Motors / Lucid Motors

Lucid’s CEO wants a $25,000 electric car

But for anyone old enough to remember when a new plasma TV was $10,000, history has shown that the more accessible and streamlined technology becomes, the cheaper it becomes. Rawlinson acknowledged that what the automotive universe needs “is the $25,000 electric car,” which is foreseeable in time as the cost and processes of production become more streamlined and are “the key to unlocking greater efficiency.” That notion prompted Rawlinson to declare, “We are targeting a price – and don’t hold me to this – around $50,000. That’s the vision. Right in the heart of the Tesla Model 3, Model Y territory. ”

Although Lucid aims to be a Tesla competitor, Rawlinson exclaims, “Everyone is obsessing with dethroning Tesla. I am not trying to dethrone Tesla. I am not!” Although we have a sneaking suspicion that if Lucid took over the majority of the electric car market, he would not be complaining. And though it may seem unlikely that this David could topple Elon’s Goliath, the Lucid Air was the first brand-new car in history to win Motor Trend’s Car of the Year award in 2022. So, while Tesla may still be the most well-known name in electric vehicles, it may not be long until Lucid becomes the new Tesla in the eyes of consumers, especially if they can acquire one for less than fifty grand.

Lou Ruggieri
A lifelong lover of cars, Lou contributes to Motor Trend, Hot Cars, Auto & Truck Connection, and the PowerAutoMedia Group.
Ford updates EV strategy to speed customer adoption and remain profitable
Ford wants the world to know its latest electrification strategy
2024 Ford Mustang Mach-E.

Responding to customer response and financial realities, Ford Motor Company announced a shift in priorities in its vehicle electrification strategy. Ford is putting large EV development projects, such as a 3-row SUV, on the back burner and focusing on more affordable small and midrange EV and hybrid vehicles.

Ford isn't alone in rethinking its commitment to the transformation from internal combustion engines. It's also not the first time the Dearborn, Michigan-based company has gone public with its EV game book. In February, Ford CEO Jim Farley outlined the corporation's plans to cover all bases producing ICE, all-electric, and hybrid vehicles. Farley followed up in April with a drill-down on Ford's EV development strategy, including details about a skunkworks team of experts focused on developing affordable EVs. Today's announcement isn't a dramatic reshuffle; it's a restatement of April's overall strategic intention with a few added specifics.

Read more
Electrify America EV charging company pilots overuse penalty fees
EV charging company tests program to reduce wait times
Four Electrify America charging stations in a retail shopping parking lot.

Electrify America is testing a program that penalizes overusers with extra fees, hoping to reduce wait times and allow more drivers to charge their EVs. Electrify America has implemented the Congestion Reduction Pilot program at ten especially congested charging locations in southern California.

Despite research showing the current lack of fast EV charging stations isn't a problem for most electric vehicle owners, charger overuse is common. Like panic buyers who clear store shelves of bottled water and toilet paper when bad weather is forecast, too many EV owners hog the hookups by charging their vehicles above the recommended 80 to 85% power levels. Other overusers block access to chargers when they plug in to top off their EV battery while shopping or running errands.
Why over-charging your EV is a bad idea

Read more
Presales start for VW ID.3 GTX Performance, VW’s most powerful EV
VW drops details, opens orders for third-level performance-focused ID.3
2025 VW ID.3 GTX Performance front left wheel.

Volkswagen has pushed the EV performance puck further with the ID.3 GTX Performance. VW's most powerful EV has more torque than the brand's most potent turbocharged V6 engines. The fun starts here with the sporty rear-wheel drive hatch's low center of gravity,  progressive steering, and performance-optimized suspension.
Why the ID.3 GTX Performance matters

Adding the Performance variant to the already sporty ID.3 GTX is from a standard page in VW's playbook. It goes something like this: build a car that satisfies most people, add a sportier version for drivers who want more than just transportation, and then offer a third variant that's tighter and faster for buyers who crave and will pay for a car that prioritizes speed and handling.  The fourth step would be a track-ready car that's still street-legal. The ID.3 GTX Performance is level three.
ID.3 GTX Performance features

Read more