Lucid Air
Lexus Champion
Joined: Oct 2019
Posts: 18,225
Likes: 1,774
From: Ohio
As long as it's pricy and out of the reach of the lower classes people will buy them to self gratify their egos. Same way everything has always been, just a different vehicle to do so this time around.
Lexus Test Driver
Joined: Jan 2007
Posts: 7,460
Likes: 232
From: CA
It's a good article because it articulated well the skepticism surrounding Lucid. It's the reboot of the Tesla origin story so will always be compared to the original. Is the reboot better...perhaps. The main character is more powerful, more polished, but may lack the originals charm. I think the only serious mistake they made was the character casting...it's not beautiful enough for the price. The original Model S was striking...a beauty pageant winner and instantly made it aspirational. I just don't get the same vibes from the Air.
It's a good article because it articulated well the skepticism surrounding Lucid. It's the reboot of the Tesla origin story so will always be compared to the original. Is the reboot better...perhaps. The main character is more powerful, more polished, but may lack the originals charm. I think the only serious mistake they made was the character casting...it's not beautiful enough for the price. The original Model S was striking...a beauty pageant winner and instantly made it aspirational. I just don't get the same vibes from the Air.
not surprising it's a tesla do-over because the top guy came from tesla. sounds like they did some very impressive engineering though. the range is very good (class leading) and the performance is amazing (except tesla plaid).
a model s has an air suspension, the lucid does not. the model s has a more sophisticated auto pilot and 'full self-driving' (that isn't full self driving, and isn't perfect but still remarkable within its limitations).
but i agree the lucid's looks are just so meh...
CL Community Team
Joined: Apr 2004
Posts: 17,331
Likes: 210
From: Miami, Florida
They have been advertising like crazy over the last year here in Miami, billboards all around town. Only finally just before I left for Christmas to DC for 2 weeks did I see them finally come down. Sigh.
Lead Lap
Joined: May 2010
Posts: 3,991
Likes: 1,616
From: San Diego, CA
Need proof? Watch any Tech Bro sidle up to a bar, their Amazon work badge still attached to the outside of their vest, hours after their day has ended. What do they drive away in?
It's a Tesla, Lucid's biggest competitor in the luxury electric space. While Lucid will tell you they don't compete with Tesla, it's hard to imagine an automaker they need to draw more customers away from. Tesla is not a tech company, despite a popular line to the contrary. It's a luxury lifestyle brand; Nobody talks about their Macbook with the same reverence Tesla buyers reserve for the Model S
It's a Tesla, Lucid's biggest competitor in the luxury electric space. While Lucid will tell you they don't compete with Tesla, it's hard to imagine an automaker they need to draw more customers away from. Tesla is not a tech company, despite a popular line to the contrary. It's a luxury lifestyle brand; Nobody talks about their Macbook with the same reverence Tesla buyers reserve for the Model S
CL Community Team
Joined: Apr 2004
Posts: 17,331
Likes: 210
From: Miami, Florida
Lexus Test Driver
Joined: Feb 2002
Posts: 8,207
Likes: 250
From: New York
Great article and fully illustrated my thoughts on Lucid.
I just don’t see what they offer that is so compelling and I was turned off by seeing it in person.
Also this notion that wealthy people don’t want opulence anymore and want minimalism is overblown.
I just don’t see what they offer that is so compelling and I was turned off by seeing it in person.
Also this notion that wealthy people don’t want opulence anymore and want minimalism is overblown.
Lead Lap
Joined: Nov 2006
Posts: 4,585
Likes: 24
From: Washington
Ha. I live close to that outdoor mall he's referencing in that article. I'm a bit more positive on Lucid though, if they can get this SUV out and solve these early issues quickly I'd say they have a chance. With the Saudi investment I doubt they'll be bought out by another automaker but that would be the best case scenario imo.
not taking away from the fact that tesla did in fact, deliver before anyone else, has first mover advantage, so i can see techies wanting it, plus i just think it's 'different' in many ways that it became branding for the technically hip.
Failure to scale will kill Lucid, not any lack of brand appeal. So let’s see if they can indeed scale.
Lexus Fanatic
Joined: May 2012
Posts: 68,650
Likes: 4,046
From: Maryland
But from reviews the Lucid rides and drives better. I've driven a Model S on air suspension, the ride is nothing to write home about. Its not as simple as just having an air suspension or not...its the engineering and design that goes into the suspension. For instance, would I rather drive a Cadillac DTS on air suspension or a Lexus LS400 or LS430 on coil suspension? The LS on coils rides much better than the DTS on air. Your Genesis G90 with coils rode much better than the previous Hyundai Equus on air.
I think the issue is you are looking at this from a car perspective vs a tech perspective. People will absolutely buy the Lucid BECAUSE it is different. Teslas have become ubiquitous, they are everywere. You pull up to the curb in a Lucid Air, it will get a TON of attention where a Model S Plaid won't. Millennials don't care about legacy brands the way we do and older generations do, and Tesla is now more a part of that legacy than an upstart like Lucid.
I think the issue is you are looking at this from a car perspective vs a tech perspective. People will absolutely buy the Lucid BECAUSE it is different. Teslas have become ubiquitous, they are everywere. You pull up to the curb in a Lucid Air, it will get a TON of attention where a Model S Plaid won't. Millennials don't care about legacy brands the way we do and older generations do, and Tesla is now more a part of that legacy than an upstart like Lucid.
Lexus Test Driver
Joined: Feb 2002
Posts: 8,207
Likes: 250
From: New York
I think the issue is you are looking at this from a car perspective vs a tech perspective. People will absolutely buy the Lucid BECAUSE it is different. Teslas have become ubiquitous, they are everywere. You pull up to the curb in a Lucid Air, it will get a TON of attention where a Model S Plaid won't. Millennials don't care about legacy brands the way we do and older generations do, and Tesla is now more a part of that legacy than an upstart like Lucid.
Lucid looks like a Buick, has zero cool tech features, and interior is very conventional. It just doesn’t have a hip vibe to it even the hideous beige launch color. What were they thinking?!
Lexus Fanatic
Joined: Sep 2010
Posts: 26,004
Likes: 4,313
From: Alberta
It's a Tesla, Lucid's biggest competitor in the luxury electric space. While Lucid will tell you they don't compete with Tesla, it's hard to imagine an automaker they need to draw more customers away from. Tesla is not a tech company, despite a popular line to the contrary. It's a luxury lifestyle brand; Nobody talks about their Macbook with the same reverence Tesla buyers reserve for the Model S.
But what is it, exactly, that Tesla buyers are so latched on to? They view themselves as first adopters, clever consumers, climate warriors, and techno-futurists. Some of that pride is surely rooted in the belief that a Tesla is a better mousetrap, and for many buyers, it is. All of that speaks to this idea of "post-luxury" as forward-thinking altruism.
More than just saving the turtles, Tesla owners are broadcasting those perceived values to others. Social awareness is indeed both virtue and commodity in 2021. And for the better part of the last decade, a certain segment of our population has decided that the best way to signal all the right virtues was to park a Tesla in front of their energy-efficient Silicon Valley condo. In that way, the "post-luxury" idea is identical to whatever brand of stuffy luxury Lucid aims to shoot down, even if it looks and feels a lot different.
Post-luxury represents a contemporary change in taste, not a fundamental change in values. And taste has always changed with the wind.
But what is it, exactly, that Tesla buyers are so latched on to? They view themselves as first adopters, clever consumers, climate warriors, and techno-futurists. Some of that pride is surely rooted in the belief that a Tesla is a better mousetrap, and for many buyers, it is. All of that speaks to this idea of "post-luxury" as forward-thinking altruism.
More than just saving the turtles, Tesla owners are broadcasting those perceived values to others. Social awareness is indeed both virtue and commodity in 2021. And for the better part of the last decade, a certain segment of our population has decided that the best way to signal all the right virtues was to park a Tesla in front of their energy-efficient Silicon Valley condo. In that way, the "post-luxury" idea is identical to whatever brand of stuffy luxury Lucid aims to shoot down, even if it looks and feels a lot different.
Post-luxury represents a contemporary change in taste, not a fundamental change in values. And taste has always changed with the wind.
tl;dr this author is a dinosaur stuck in the past.
Lexus Test Driver
Joined: Jan 2007
Posts: 7,460
Likes: 232
From: CA
what tech specifically? drivetrain (now has competition), ability to play video games, over the air updates (everyone will have this), "full self driving" option, tech 'hype' (like summon that's pretty useless), or something else?
not taking away from the fact that tesla did in fact, deliver before anyone else, has first mover advantage, so i can see techies wanting it, plus i just think it's 'different' in many ways that it became branding for the technically hip.
sales have to follow scale too, and selling large volumes of 6 figure sedans of any kind isn't a given. and lucid will need to sell a TON of them to make money. i don't see it personally, but maybe the suv will come along quickly and be more special/desirable, but i expect it to looks like a tall air.
not taking away from the fact that tesla did in fact, deliver before anyone else, has first mover advantage, so i can see techies wanting it, plus i just think it's 'different' in many ways that it became branding for the technically hip.
sales have to follow scale too, and selling large volumes of 6 figure sedans of any kind isn't a given. and lucid will need to sell a TON of them to make money. i don't see it personally, but maybe the suv will come along quickly and be more special/desirable, but i expect it to looks like a tall air.
If Lucid wants to take sales away from Tesla, can they replicate that experience? Do they have a CEO as risk loving as Elon (franky...Elon is super risk loving)? Time will tell...