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Lucid Motors sees Tesla as an ally, “Please don’t describe us as a Tesla Killer”
After Tesla established itself as the leader in electric vehicle manufacturing, it became common for the biggest names in the automotive industry to claim that they are coming up with a car that would knock the Elon Musk-headed company off its prolific pedestal. However, self-deemed “Tesla Killers” have consistently fallen short, lacking battery technology, performance, or both, in a quest to compete with the “who’s who” of EV production.
Lucid Motors’ “Air,” a vehicle that claims a 400-mile range and exceptional 1,000+ horsepower setup with a 235 mph top speed, is one of these vehicles. However, it’s not the manufacturer claiming that their car can beat Tesla and “kill” the company’s momentum. In fact, Lucid CEO and CTO Peter Rawlinson, a former Tesla executive, is spreading encouragement to his past employer.
“The world’s big enough that we can both thrive and prosper alongside each other,” Rawlinson said in an interview with Ars Technica. He also explicitly stated that being a “Tesla Killer” is not appropriate for Lucid or its goals.
“Please don’t describe us as a Tesla Killer,” Rawlinson remarked.
Competition is what makes most industries flourish. A constant need to prove one product is better than another is what pushes technological advancements, especially in the automotive sector. While a necessity, cars are supposed to be fun. If they weren’t, they wouldn’t have all the bells and whistles and features that consumers love. Tesla, for example, has Fart Mode. While fun and humorous, does anyone need it? Absolutely not, but it’s something that’s just fun to have.
Tesla continues to dominate electric vehicle sales in nearly every country across the world because of its technology and performance. The company’s vehicles offer more range than any other EV on the market, and the company’s release of a million-mile battery is getting closer. The speed and acceleration that come with the impressive battery range are also a significant selling point for some of those who require a little bit of an adrenaline rush when pushing the accelerator.
Rawlinson accepts all of these points and agrees that Tesla is at the head of the pack.
“It’s a justifiable comparison in one respect, because I think that Tesla is undeniably the leader in electric powertrain technology today,” he told Jonathan Gitlin of Ars Technica. “The most important thing here is efficiency, and we’re chasing down four miles per kilowatt-hour for our car.”
Lucid is aiming to build a quality product, and they’re taking their time doing it. While the Air was unveiled in 2017, it was more influenced by the Mercedes-Benz S-Class than the Tesla Model S. The car will be built at the company’s plant in Casa Grande, Arizona, which is still under construction but is near completion.
Lucid has also opened up its market to the Middle East, aiming to spread its tech to the countries of Saudi Arabia and the United Arab Emirates.
Elon Musk once said that no electric vehicle is a Tesla competitor, because each electric car accelerates the transition to sustainable energy. The real enemy is the internal combustion engine manufacturers who continue to harm the environment.
It seems Musk’s old colleague has joined this mentality.
Tesla recently received its largest order for the all-electric Semi from Einride, a Swedish transport service, for 500 units, a groundbreaking invoice to receive before the first deliveries begin.
Even more remarkable, Einride CEO Roozbeh Charli said in a recent interview that he expects his company to take delivery of all 500 — the entire order — before the end of 2027. He even expects to have 75 Tesla Semi units in the Einride fleet before the end of this year.
🚨 Einride CEO Roozbeh Charli on the Tesla Semi partnership:
“If we start with the Amazon announcement that we did earlier this year, that was on the back of having gone through a proving period together with them and proving out our technology. Then we took that next step in… pic.twitter.com/oazkXjwoig
— TESLARATI (@Teslarati) August 28, 2026
Charli said the Tesla partnership was part of a broader push, along with its earlier partnership with Amazon. Einride is assisting Amazon with the use of its Saga AI platform, which helps eliminate questions about budgeting and forecasting for logistics companies.
The Semi, as well as Tesla’s production and subsequent delivery of the units to Einride, will help the company “to have a good supply of vehicles that we can deploy on the [Saga AI] platform,” Charli said. “Tesla is also a relationship we’ve had for a while, and as the Tesla Semi deliveries are firming up, we decided to do a larger commitment to that and deploy that on our platform.”
In its initial announcement, Einride said it anticipated taking delivery of the trucks over the next two years, but now it appears the company is expecting all 500 units within the next 16 months.
Built at a dedicated factory in Sparks, Nevada, the Tesla Semi has been perhaps the biggest and most intensive testing process the company has ever had for a single vehicle model. For the past several years, Tesla has been working with many companies, most notably Frito-Lay and PepsiCo, to gain knowledge on the performance on regional routes.
Tesla plans to launch the Semi officially on September 24, five months after production started ramping.
Additionally, drivers have said they are happy about the Semi’s performance and that its numerous safety and productivity features have made their jobs and routes much easier.
Tesla Cybercab is using a unique strategy for picking up the correct rider, which is a crucial part of ride-hailing to ensure people end up in the right place and are charged the correct price.
Cybercab will utilize an RGB strip in its front light bar that will illuminate in a variety of different colors to mark itself.
This identifying mark will also appear in the Robotaxi app, giving riders in the same location a notable distinction in an effort to avoid any confusion regarding who should get in each vehicle.
🚨 Tesla is using different light bar colors to help riders understand which vehicle is theirs
Pretty cool strategy pic.twitter.com/eGMpEMeRpc
— TESLARATI (@Teslarati) August 27, 2026
Other ride-hailing services use similar strategies: Lyft and Uber rides are recognizable through driver identity, vehicle type and color, as well as license plate. Waymo will display the rider’s initials on top of the vehicle, letting them know that the specific vehicle for them has arrived.
Tesla’s strategy is unique and interesting, but there are some flaws. Cybercab’s main purpose is aimed toward being an autonomous ride for all, including those who have disabilities like being blind or even color blind.
Tesla will likely have something in the pipeline for those who cannot see colors or have limited vision. There will definitely be multiple ways to identify which vehicle is the one that “you” specifically ordered.
Cybercab is set to start giving public rides next Thursday, September 3, in Austin, as it announced a dedicated event last week and invited many members of the Tesla community.
Additionally, members of the public will be invited as well. Tesla has been offering employee rides in Cybercab for nearly two months.
Tesla has said goodbye to one customization option for its vehicles: the wrap service it launched several years ago.
After launching an in-house wrap service in August 2020 for the first time in China. In the U.S., it launched in October 2023. Tesla continued to expand the program and adjust it with better pricing and fewer options for the Cybertruck.
By December 2023, it was giving owners of the Model 3, Model Y, and the Cybertruck the opportunity to give their vehicle a fresh look with a vinyl wrap.
Tesla revamps in-house vinyl wrap service with better pricing
It was only available in five locations: Costa Mesa, Oceanside, Santa Clara, West Covina, all in California, and Seattle, Washington.
However, Tesla made some big adjustments to its shop, and the wrap service is officially gone:
Tesla has made a LOT of changes to its online shop recently — price increases, price cuts, new options, and several products being removed entirely.
Some of the biggest increases are wheel covers. 👀
📈 PRICE INCREASES
• 2017-2023 | Model 3 Aero Wheel Cover — Style: Refresh…— Phoenix Self-Driving 🐦🔥 (@PhoenixFSD) August 25, 2026
Wraps are very popular across the Tesla lineup, especially since the company offers relatively few colors. Many choose to wrap their Teslas with interesting colors, patterns, or even finishes, turning their cars from glossy to satin or matte.
However, Tesla’s wrap service was so limited geographically that it never really had a chance to get off the ground or compete with local shops. Every area in the United States is now overflowing with detailing shops, mobile detailers, and other automotive specialists, many of whom perform wrap services.
Tesla’s service was confined to the Pacific time zone and only spanned across two states. It was never going to be something Tesla was a major competitor in, nor was it going to disrupt the wrapping industry. Now that the program has ended, it seems pretty ideal to believe it was always going to be a short-term thing.
Along with the wrap service, Tesla removed several other products, but nothing too crazy. The Model 3 Door Pocket and Cupholder Liners, the Model S 19″ Magnetite Wheel and Winter Tire Package, Model X/Y Ski/Snowboard Carrier for Hitch Rack, Tesla’s Electric Summer Party Tee, and the Electric Summer Tee were the other items the company totally eliminated from its online shop.
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