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Lucid Air unveiling: four variants, <$80k starting price, 1,080 HP, 517-mile range rating
Lucid has officially unveiled the Air, the company’s first production car, which aims to break the bounds of EV technology everywhere. The company’s September 9th unveiling event revealed the four variants of the Air, along with its tech developments that the company is using to compete directly with the growing electric vehicle market.
Deliveries of the first Air models will begin in Spring 2021, but the car has already set several new and unheard-of records for the EV sector. Not only is the Air currently holding the benchmark for EPA-estimated range at 517 miles, but its “Dream Edition” variant also set a 9.9-second quarter-mile record, becoming just the third production ar on Earth to ever accomplish that feat.
Lucid’s primary focus is similar to Tesla’s: Create a high-performance and efficient electric cars that help accelerate the world’s transition to sustainable transportation.
“Lucid Motors is driven to make the electric car better, and by doing so, help move the entire industry forward, towards accelerated adoption of sustainable mobility,” CEO and CTO Peter Rawlinson said. “The goal of this relentless approach to developing the world’s most advanced electric vehicle is to benefit all mankind with sustainable, zero-emission transportation, and to also attract new customers to the world of EVs.”
The company’s ideal entrance into the market was to create a car that would push the limits and be competitive with the leaders of the EV sector. The Air is the near-perfect car to do that with.
“With the Lucid Air, we have created a halo car for the entire industry, one which shows the advancements that are possible by pushing the boundaries of EV technology and performance to new levels,” Rawlinson added.
Lucid Space Concept
Lucid Air captures a revolutionary approach to automotive packaging, known as the Lucid Space Concept. The idea capitalizes on the compact design of Lucid’s in-house powertrain, which optimizes interior cabin and storage space. The company focused on a clean-cut, holistic approach that was never-before-seen from other companies who develop electric vehicles.
Lucid’s focus was to make smaller, yet more powerful electric motors that not only increase the performance of the vehicle but also give passengers a more comfortable experience. “This extends the philosophy of hyper-efficiency embedded in every facet of Lucid Air, from energy to spatial efficiency, delivering an unprecedented combination of range, practicality, performance, and luxury,” the company said.
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- Credit: Lucid Motors
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- Credit: Lucid Motors
The design also is drastically different from any other car on the road. While the differences are subtle, the modern proportions for the Air deliver a one-of-a-kind look that gives drivers a unique design.
“When we embarked on this journey at Lucid Motors and the development of our first vehicle, the Lucid Air, we refused to compromise. We decided early on that we were going to pursue every facet of performance, innovation, and luxury,” Vice President of Design, Derek Jenkins, said.
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- Credit: Lucid Motors
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- Credit: Lucid Motors
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- Credit: Lucid Motors
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- Credit: Lucid Motors
Advanced Glass Cockpit Displays with Tactile Physical Controls
The interior of the Lucid Air “reflects a revolution in how next-generation free form displays are elegantly integrated into the design architecture in the cabin,” the company states. The Air’s 34-inch curved glass 5K display sits lightly above the dashboard, contributing to an airy and light feel of the interior.
A retractable central Pilot Panel also sits in a convenient location for drivers, putting ultimate control into their fingertips. Digital displays are complemented by high tactile, precision-milled physical controls that are present for operators to take full control of their vehicle with ease of access.
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- Credit: Lucid Motors
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- Credit: Lucid Motors
Record-Breaking Performance
The Air’s Dream Edition variant, a Dual-Motor, All-Wheel-Drive architecture achieved the quarter-mile in just 9.9 seconds thanks to a 1,080 horsepower powertrain. It reached these times on a consistent and repeatable basis, and to date, it is the only electric sedan to achieve the sub-10 second quarter-mile time.
Additionally, the 113 kWh battery pack complements its high-performance specifications with 517-miles of all-electric range on a single charge.
World’s Fastest Charging Electric Vehicle
The Lucid Air will be the fastest charging EV in the world when it arrives on the market in the Spring. The company states that it will have the capability to charge at rates of up to 20 miles per minute when connected to a DC Fast Charging network. Owners will translate just 20 minutes of charging into 300 miles of range.
Additionally, Lucid plans to introduce a Vehicle-to-Grid and Vehicle-to-Vehicle charging infrastructures that will give owners bi-directional capabilities that are built into the Air.
“Home charging is one of the key benefits of EV ownership. In addition to the standard Lucid Mobile Charging Cord that comes with every Lucid vehicle, Lucid has also developed the Lucid Connected Home Charging Station, one of the first AC charging stations with bi-directional charging ever offered. With bi-directional charging, owners can enjoy not just a more cost-effective charging method, but also use their Lucid Air as a temporary energy reserve to power their homes, including off-grid vacation properties,” the company noted.
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- (Credit: Lucid Motors)
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- (Credit: Lucid Motors)
Next Level Advanced Driver Assistance Systems (ADAS)
Lucid’s DreamDrive is a first-of-its-kind platform that combines the most comprehensive sensor suite on the market with a cutting-edge Driver Monitoring System. It is standard on the Lucid Air Dream Edition and is the first system to ever combine 32 sensors with covering vision, radar and ultrasonics, and high-resolution LIDAR. The combination of these systems provides “the safest possible approach to Level 2 and Level 3 driver assistance technologies,” the company stated.
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- Credit: Lucid Motors
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- Credit: Lucid Motors
Variants and Availability
The Lucid Air will be available in the North American market initially with four model ranges.
- The Air, starting below $80,000 and available in 2022. ($72,500 after federal tax credits)
- The Air Touring, starting at $95,000, available late 2021. ($87,500 after federal tax credits)
- The Air Grand Touring, starting at $139,000, available mid-2021. ($131,500 after federal tax credits)
- The Air Dream Edition, starting at $169,000, available Spring 2021. ($161,500 after federal tax credits)
Reservations are now open for customers in the U.S. and Canada, as well as in select countries in Europe and the Middle East. The reservation requires a $1,000 refundable deposit, or $7,500 refundable deposits for the Dream Edition. Prices and delivery dates will be available for international markets at a later date.
The Air will be available through 20 Lucid Studios and Service Centers that will open across North America by the end of 2021.
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- Credit: Lucid Motors
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- Credit: Lucid Motors
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- Credit: Lucid Motors
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- Credit: Lucid Motors
Dream Edition
“The Lucid Air Dream Edition will feature a unique combination of Lucid attributes and technology, combining incredible performance with exceptional range. The 1,080 horsepower luxury EV sedan will be available in Stellar White, Infinite Black, or a Dream Edition-exclusive, Eureka Gold finish. Each color will come with an exclusive “Santa Monica” themed interior trim, including full Nappa grain, Bridge of Weir leather throughout with silvered Eucalyptus wood. The Dream Edition will also feature a unique 21-inch “AeroDream” wheel design and be highlighted by special badging and trim that marks its position as a limited-production halo edition of the Lucid Air.”
News
Tesla loses Director who designed one of the company’s best features
Thomas Dmytryk, who has spent over 11 years with Tesla and helped to develop Over-the-Air updates and the company’s vehicles’ ability to utilize them to improve, has decided to leave.
Tesla has lost the director who designed one of the company’s best features: Over-the-Air updates.
Thomas Dmytryk, who has spent over 11 years with Tesla and helped to develop Over-the-Air updates and the company’s vehicles’ ability to utilize them to improve, has decided to leave. In a lengthy statement on LinkedIn, Dmytryk said that he’s “closing the book.” He had nothing but good things to say:
“After 11 incredible years at Tesla, I’m closing the book. It’s been the ride of a lifetime: always on the news, innovating relentlessly, constantly pushing the limits. Tesla is THE place for talented, passionate people. I feel insanely lucky to have been part in that culture for so long.”
It appears the intense lifestyle of developing and creating intensively for so long might have caught up to Dmytryk, who did not give his definitive plans for the future, and it appears he may be taking some time off before jumping into a new venture:
“The future? Extremely bright. Ambitions intact, just getting started as a transformative company that could elevate billions of lives. So why leave now?! Human life’s always been my North Star, right now I need to be with mines. I’ve always admired Tesla’s top leadership and vision. But what I’ve always found incredible is the tenacity, brilliance and devotion of people on the front line. YOU make Tesla unstoppable. I wish you all the best and of course EPIC wins.”
The move was first reported by NotaTeslaApp.
Over-the-Air updates are among Tesla’s best features. They are used to improve the Full Self-Driving suite, add features, remedy recalls, and more. Many vehicles have the ability to receive OTA updates, as I did in a Ford Bronco previous to my Model Y. However, Tesla does them better than anyone else: they’re seamless, effective, and frequent. Your car always improves.
The move is a blow to Tesla, of course, considering Dmytryk’s massive contribution to the company and extremely long tenure spent, but not something that is overwhelmingly detrimental. Tesla deals with a lot of extremely intelligent people, some of whom are the best in their field, so they are sure to find a suitable replacement.
However, it’s no secret that the company has been losing some of its top talent, some of whom were in executive roles. Some have left to take on new projects, and others have not revealed their career plans.
It seems at least some of those employees are simply deciding to walk away and try new things after working so hard for so long. According to Dmytryk’s LinkedIn, he also played a large part in Musk’s acquisition of X, as he stated he “worked at Twitter/X ~45/week while working at the same pace for Tesla.”
That averages a 13-hour day, seven days a week, or 18 hours for the normal five-day work week.
News
Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
Tesla’s most wanted Model Y configuration is heading to a new region, and although U.S. fans and owners have requested the vehicle since its release last year, it appears the company has no plans to bring it to the market.
According to fresh regulatory filings, the six-seat Model Y L is coming to South Korea with signs indicating an imminent launch. The extended-wheelbase configuration, already a hit in China, just cleared energy-efficiency certification from the Korea Energy Agency, paving the way for deliveries as early as the first half of 2026.
The vehicle is already built at Tesla’s Giga Shanghai facility in China, making it an ideal candidate for the Asian market, as well as the European one, as the factory has been known as a bit of an export hub in the past.
$TSLA
BREAKING: The official launch of Tesla Model Y L in S.Korea seems to be quite imminent.Additional credentials related to Model YL were released today.
✅ Battery Manufacturer: LG Energy Solutions
✅ Number of passengers: 6 people
✅ Total battery capacity: 97.25 kWh… pic.twitter.com/hmy64XYi80— Tsla Chan (@Tslachan) March 6, 2026
It seems like Tesla was prepping for this release anyway, as the timing was no accident. A camouflaged Model Y L prototype was spotted testing on Korean highways the same day the certification dropped. Tesla has already secured similar approvals for Australia and New Zealand, with both markets expecting the larger Model Y in 2026.
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
South Korean filings list it as an all-wheel-drive imported electric passenger vehicle with a 97.25 kWh total battery capacity supplied by LG Energy Solution. Local tests show an impressive 543 km (337 miles) combined range at room temperature and 454 km (282 miles) in colder conditions, easing one of the biggest concerns for Korean EV buyers.
Tesla Model Y lineup expansion signals an uncomfortable reality for consumers
But for U.S. fans, things are not looking good for a launch in the market.
CEO Elon Musk has been blunt. The six-seater “wouldn’t arrive in the U.S. until late 2026, if ever,” he said, pointing to the company’s heavy bet on unsupervised Full Self-Driving and robotaxi platforms like the Cybercab. With the Model X slated for discontinuation, many families hoped the stretched Model Y would slide into the lineup as an affordable three-row bridge. So far, that hope remains unfulfilled.
For now, South Korean drivers will be among the first buyers outside China to enjoy the spacious, efficient Model Y L. Tesla continues its global rollout strategy, tailoring vehicles to regional tastes while North American customers keep refreshing their apps and crossing their fingers.
The Model Y L proves the appetite for practical, family-sized electric SUVs is stronger than ever. Hopefully, Tesla will listen to its fans and bring the vehicle to the U.S. where it would likely sell well.
Elon Musk
Tesla is ramping up its advertising strategy on social media
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
Tesla seems to be ramping up its advertising strategy on social media once again. Marketing and advertising have not been a major focus of Tesla’s, something that has brought some criticism to the company from its fans.
However, the company looks to be making adjustments to that narrative, as it has at times in the past, as ads were spotted on several different platforms over the past few days.
On Facebook and YouTube, ads were spotted that were evidently placed by Tesla. On Facebook, Tesla was advertising Full Self-Driving, and on YouTube, an ad for its Energy Division was spotted:
Tesla also threw up some ads on YouTube for Energy https://t.co/19DGQMjBsA pic.twitter.com/XQRfgaDKxY
— TESLARATI (@Teslarati) March 9, 2026
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
In 2022, Tesla’s U.S. ad spend was roughly $152,000, a rounding error compared to General Motors’ $3.6 billion the following year.
Traditional automakers averaged about $495 per vehicle on ads; Tesla spent $0. CEOElon Musk’s stance was explicit: “Tesla does not advertise or pay for endorsements,” he posted on X in 2019. “Instead, we use that money to make the product great.”
The strategy relied on word-of-mouth from delighted owners, Elon’s massive X following, viral product launches, media frenzy, and customer referrals. A great product, Musk argued, sells itself. It does not need Super Bowl spots or billboards. Resources poured into R&D instead, with Tesla investing nearly $3,000 per car, far more than rivals.
Tesla counters jab at lack of advertising with perfect response
This reluctance wasn’t arrogance; it was philosophy, and Musk made it clear that the money was better spent on the product. Heavy spending on ads was seen as wasteful when innovation and authenticity drove organic demand. Shareholder calls for marketing budgets were ignored.
The current shift, paid Facebook ads promoting Full Self-Driving (Supervised) and YouTube Shorts offering up to $1,000 back on Powerwall batteries, marks a pragmatic evolution.
These targeted campaigns coincide with the end of one-time FSD purchases and a March 31 deadline for FSD transfer eligibility on new vehicles.
This move likely signals Tesla adapting to scale, as well as a more concerted effort to stop misinformation regarding its platform. As EV competition intensifies and the company bets big on robotaxis and energy storage, pure organic buzz may not suffice to hit adoption targets. Selective digital ads allow precise, cost-effective reach without abandoning core principles.
If successful, it could foreshadow measured expansion into marketing, boosting high-margin software and home energy revenue while preserving Tesla’s innovative edge. But, it’s nice to see the strategy return, especially as Tesla has been reluctant to change its mind in the past.
Tesla loses Director who designed one of the company’s best features
Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
