Bucking the trend set by luxury-focused electric vehicle (EV) manufacturers, California-based Lucid seems to be ready to chart a new course by stepping into the mass-market segment. Traditionally associated with high-end offerings like the Air electric sedan and the Air Sapphire, Lucid now appears poised to extend its horizons and enter the mass-market segment. It is worth-mentioning here that the Lucid Air electric sedan comes with a starting price tag of more than $80,000, while the Lucid Air Sapphire, essentially a powerhouse, comes with a starting price of $249,000.

Hinting at the strategic shift, Lucid Chief executive Officer (CEO) Peter Rawlinson said that the upcoming Gravity electric SUV won’t be cheap, either. However, he indicated that the brand’s aspirations extend far beyond the two EVs launched thus far. Acknowledging the multiple challenges of setting up a new car company, the top executive suggested that the company aimed to venture into the mass-market, indicating plans for a mid-sized electric SUV directly competing with EV giant Tesla's Model 3 and Model Y.

Announcing the shift, Rawlinson said, “This is the first time I’ve ever said it: we’re going to compete in that market—high-volume family car. The mid-sized [EV] is going to be overtly a Tesla competitor—Model 3, Model Y. This is the first time I’ve ever said it: we’re going to compete in that market—high-volume family car.”

Highlighting the brand’s commitment to affordability, the chief executive mentioned a targeted price point of approx. $50,000 for this upcoming mid-sized EV, aligning more closely with Tesla’s popular Model Y. The move suggests the brand’s intention to shift from high-profit margin luxury EVs to a more accessible car market, a strategy often employed by startups to widen their customer base.

Lucid's potential advantage lies in learning from electric car pioneer Tesla's early experiences with quality control, aiming to avoid fit & finish inconsistencies that marked the initial production of the Model 3 and Model Y. By prioritizing tighter quality control, Lucid seeks to set a standard for excellence right from the start.

With Lucid's proven expertise as a former battery supplier and the Air Grand Touring’s title of the longest-range EPA-certified electric car in the U.S., expectations are quite high that the company’s upcoming mid-sized offerings will also offer impressive ranges. While specifics about the future electric lineup remain under wraps, the brand’s focus on quality, affordability, and potentially leading range could position it as formidable contender in the fast-growing EV market.