Forget Tesla, Lucid Motors is “unashamedly” targeting Mercedes-Benz

Tesla might feel the most natural fit when it comes to competitors for Lucid Motors, but the EV upstart is shooting a little higher, putting the world’s oldest automotive brand in its sights.

That’s right, the newest brand on the block is targeting one of the planet’s oldest and most prestigious car makers, and what’s more, they’re targeting it “overtly and unashamedly”.

That’s the word from Lucid Motors chief executive Peter Rawlinson, who told Yahoo Finance that his company had more in common with Mercedes-Benz than it does with its more obvious EV rival.

Conceding he must accept the comparison with Tesla, Mr Rawlinson says he sees the Mercedes-Benz S-Class as his vehicle’s natural competitor.

“I would say our main competitor is a car company; I highlight Mercedes Benz in terms of the attributes of Lucid Air. We’re going after S-class Mercedes, but it’s a natural comparison, and I accept that comparison with Tesla,” he said.

In a wide-ranging interview, Mr Rawlinson also said his company was born of traditional car companies not moving fast enough on EVs, saying he hoped Lucid’s arrival on the scene would accelerate that process.

“The traditional automakers are just not rising, stepping up to the plate fast enough,” he said. “That’s really why Lucid’s come onto the scene, to accelerate this process.”

The news follows the Lucid Air’s grand unveiling in September, where the brand highlighted three trim levels – the Touring, Grand Touring and Dream Edition – with pricing from US$95,000, $US139,000 and $US169,000 respectively ($131,000, $191,000 and $233,000).

The brand later confirmed a cheaper Lucid Air trim will start at just US$77,400 ($108,300). And the news is actually even better in America, where a Federal Tax Credit of US$7500 lowers the effective sticker price to US$69,900.

The downside? While the rest of the Lucid range is targeting a 2021 launch, the new Air model won’t enter production until “early 2022”.

And that’s in the USA, of course. As far as we’re aware there are no plans to launch the Air here, at least in the medium term.