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The physical distancing that is the hallmark of the age of the novel coronavirus may mean automakers can’t throw glitzy parties to mark the debut of new vehicles, but that limitation (and the distinct lack of hors d’oeuvres) didn’t dampen our enthusiasm when we finally got to see the new Lucid Air EV on Wednesday evening.

That’s because nearly a decade after the Model S made its debut, we finally have the electric car that can match the stalwart Tesla for looks and prowess — at least on paper. We already knew the Air would be packed with cool features, offer a range of more than 500 miles, and run a quarter-mile fast enough to make Vin Diesel happy. Now, we can say it’s got reclining seats reminiscent of flying in business class, that it should be available in the spring, and that you’ll pay somewhere between $80,000 and $169,000 for one.

Now, the thing: Every morning, we Business Insider editors pass around a list of trending search topics, a handy way of scoping out what’s going on in the world. Yesterday, one of those searches was “who makes lucid air.”

You see, Lucid CEO Peter Rawlinson (who led Tesla’s development of the Model S) can say all he wants about delivering “more advanced technology than Tesla” and his plan to scale up manufacturing while sidestepping Elon Musk’s “production hell.” But none of it will matter at all if he can’t figure out how to woo buyers away from Tesla, away from Porsche, away from Audi and all the others, and convince them to take a bet on a brand-new kind of car. So we took a look at the marketing battle that’ll matter a lot more to Lucid’s fortunes that whatever happens …read more

Source:: Business Insider


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