News
Ultra-luxury Lucid ‘Air’ will start at $52,500 with 240-mile electric range
Lucid Motors has announced that the starting price of its ultra-luxury ‘Air’ will begin at $52,500, after tax incentives. The base model will have a 240-mile range keeping it competitive to Tesla’s $35,000 mass market Model 3 with an expected minimum all-electric range of 215 miles.
The timing for today’s press release of a lower-cost ‘Air’ puts Lucid Motors in a strong position, as it clarifies previous rumors that the Silicon Valley-based automaker would only make a $165,000 ultra-luxury version. Air’s futuristic interior and lower-than-expected pricing could entice anxious Model 3 reservation holders to cancel and opt for the more luxurious, larger vehicle.
Additionally, Lucid ‘Air’ is poised to become the industry’s longest range electric vehicle with the option to upgrade to a 400-mile battery pack, currently held by Tesla’s Model S 100D.
It’s worth noting that Lucid’s press release indicates that the base price for ‘Air’ will be $52,500, after tax incentives, but a fully optioned version will cost north $100,000.
Here are the planned options for the vehicle:
-->- 315-mile and 400-mile-range battery options
- Up to 1,000-horsepower twin-motor configuration, with all-wheel drive
- Fully active suspension, delivering a world-class ride
- Glass-canopy roof
- Rear executive seats that recline up to 55 degrees
- 22-way power front seats with heating, ventilation, dynamic bolsters, and massage
- 21-inch Lucid-design wheels
- 29-speaker audio system with active noise cancellation
- Expanded leather trim with corresponding material upgrades
The base vehicle includes a plethora of features including; 400 horsepower, a rear wheel drive powertrain, combined trunk storage of 32 cubic feet, 240-mile range, autonomous driving hardware, and over-the-air software updates. The included options at this price range competes heavily with the Tesla Model S, which starts at $68,000 and has a lesser range of 210 miles. Lucid Motors is currently working with Samsung SDI to produce the vehicle’s batteries.
Lucid Motors demonstrated the ‘Air’ at a private event in Newport Beach, CA
The company is also offering a “Launch Edition” for the first 255 customers and starts north of $100,000. Options included for the Lucid ‘Air’ Launch Edition include:
- 315-mile range
- 1,000 horsepower, all-wheel drive
- Autonomous driving hardware
- 21-inch Lucid-design wheels
- Upgraded audio system
- Unique colors and badging
As Lucid launches the vehicle into production, they plan to produce 10,000 vehicles in the first 12 months. It is unclear exactly when the ‘Air’ will enter production, but the company told Teslarati at one of their private launch parties that the car is expected to go into production in 2019. Lucid currently building a $700M production plant in Casa Grande, Arizona that is expected to employ 2,000 workers.
Lucid Motors was founded in 2007 and has raised over $130M in venture funding over the years. The company’s CTO, Peter Rawlinson, was Vice President of Vehicle Engineering at Tesla, where he developed the Model S. Additionally, one of Lucid’s co-founders, Sam Weng, was a VP at Redback Networks and Senior Director at Oracle.
If you are interested in placing a reservation for the ‘Air’, Lucid requires a $2,500 deposit for the standard vehicle and $25,000 for the Launch Edition. Reserve Here
News
Tesla Giga Berlin is still ramping production to meet Model Y demand: plant manager
Tesla Gigafactory Berlin has expanded to two full shifts, as per the facility’s plant manager, and a lot of it is due to Model Y demand.
Tesla Gigafactory Berlin has expanded to two full shifts, as per the facility’s plant manager, and a lot of it is due to Model Y demand. While registrations in some countries such as Sweden have fallen sharply this year, the company’s sales in other key territories have been rising.
Giga Berlin shifts to two shifts
Giga Berlin factory manager André Thierig told the DPA that the facility has been running two shifts since September to manage a surge in global orders. And due to the tariff dispute with the United States, vehicles that are produced at Giga Berlin are now being exported to Canada.
“We deliver to well over 30 markets and definitely see a positive trend there,” Thierig said.
Despite Giga Berlin now having two shifts, the facility’s production still needs to ramp up more. This is partly due to the addition of the Tesla Model Y Performance and Standard, which are also being produced in the Grunheide-based factory. Interestingly enough, Giga Berlin still only produces the Model Y, unlike other factories like Gigafactory Texas, the Fremont Factory, and Gigafactory Shanghai, which produce more than one type of vehicle.
Norway’s momentum
Norway, facing an imminent tax increase on cars, has seen a historic spike in Tesla purchases as buyers rush to secure deliveries before the change takes effect, as noted in a CarUp report. As per recent reports, Tesla has broken Norway’s all-time annual sales record this month, beating Volkswagen’s record that has stood since 2016.
-->What is rather remarkable is the fact that Tesla was able to achieve so much in Norway with one hand practically tied behind its back. This is because the company’s biggest sales draw, FSD, remains unavailable in the country. Fortunately, Tesla is currently hard at work attempting to get FSD approved for Europe, a notable milestone that should spur even more vehicle sales in the region.
Tesla is launching a crazy Full Self-Driving free trial, which will enable owners who have not purchased the suite outright to try it for 30 days.
There are a handful of stipulations that will be needed in order for you to qualify for the free trial, which was announced on Thursday night.
Tesla said the trial is for v14, the company’s latest version of the Full Self-Driving suite, and will be available to new and existing Model S, Model 3, Model X, Model Y, and Cybertruck owners, who will have the opportunity to try the latest features, including Speed Profiles, Arrival Options, and other new upgrades.
🚨 Tesla is launching a free 30-day trial of Full Self-Driving in North America for owners.
It includes every model, but you need v14.2 or later, and you cannot have already purchased the suite outright. https://t.co/8CNmxxOkVl
— TESLARATI (@Teslarati) November 27, 2025
You must own one of the five Tesla models, have Full Self-Driving v14.2 or later, and have an eligible vehicle in the United States, Puerto Rico, Mexico, or Canada.
The company said it is a non-transferable trial, which is not redeemable for cash. Tesla is reaching out to owners via email to give them the opportunity to enable the Full Self-Driving trial.
Those who are subscribed to the monthly Full Self-Driving program are eligible, so they will essentially get a free month of the suite.
Once it is installed, the trial will begin, and the 30-day countdown will begin.
Tesla is making a major push to increase its Full Self-Driving take rate, as it revealed that about 12 percent of owners are users of the program during its recent earnings call.
Tesla CFO Vaibhav Taneja said during the call:
“We feel that as people experience the supervised FSD at scale, demand for our vehicles, like Elon said, would increase significantly. On the FSD adoption front, we’ve continued to see decent progress. However, note that the total paid FSD customer base is still small, around 12% of our current fleet.”
Earlier today, we reported on Tesla also launching a small-scale advertising campaign on X for the Full Self-Driving suite, hoping to increase adoption.
Tesla Full Self-Driving warrants huge switch-up on essential company strategy
It appears most people are pretty content with the subscription program. It costs just $99 a month, in comparison to the $8,000 fee it is for the outright purchase.
Tesla Full Self-Driving has warranted a huge switch-up on an essential company strategy as the automaker is hoping to increase the take rate of the ADAS suite.
Unlike other automotive companies, Tesla has long been an outlier, as it has famously ditched a traditional advertising strategy in favor of organic buzz, natural word-of-mouth through its production innovation, and utilizing CEO Elon Musk’s huge social media presence to push its products.
Tesla has taken the money that it would normally spend on advertising and utilized it for R&D purposes. For a long time, it yielded great results, and ironically, Tesla saw benefits from other EV makers running ads.
Tesla counters jab at lack of advertising with perfect response
However, in recent years, Tesla has decided to adjust this strategy, showing a need to expand beyond its core enthusiast base, which is large, but does not span over millions and millions as it would need to fend off global EV competitors, which have become more well-rounded and a better threat to the company.
In 2024 and 2025, Tesla started utilizing ads to spread knowledge about its products. This is continuing, as Full Self-Driving ads are now being spotted on social media platforms, most notably, X, which is owned by Musk:
NEWS: Tesla is running paid advertisements on X about FSD (Supervised). Here’s an ad they started running yesterday: pic.twitter.com/IHVywLMyTd
— Sawyer Merritt (@SawyerMerritt) November 25, 2025
Interestingly, Tesla’s strategy on FSD advertising is present in Musk’s new compensation package, as the eleventh tranche describes a goal of achieving 10 million active paid FSD subscriptions.
Full Self-Driving is truly Tesla’s primary focus moving forward, although it could be argued that it also has a special type of dedication toward its Optimus robot project. However, FSD will ultimately become the basis for the Robotaxi, which will enable autonomous ride-sharing across the globe as it is permitted in more locations.
Tesla has been adjusting its advertising strategy over the past couple of years, and it seems it is focused on more ways to spread awareness about its products. It will be interesting to see if the company will expand its spending even further, as it has yet to put on a commercial during live television.
We wouldn’t put it out of the question, at least not yet.
Tesla Giga Berlin is still ramping production to meet Model Y demand: plant manager
Tesla launches crazy Full Self-Driving free trial: here’s how you can get it
