That is a $100 billion market, and if we just scratch the surface of it and don’t steal a single customer from Tesla, we can thrive,” he said. “We are overtly targeting the grand European marques that are mostly gasoline powered. There is plenty of room for the two manufacturers, especially with Lucid’s chosen segment being the luxury end. Tesla is a rival, but he does not see it as a case of “either/or” in the EV market. There might be some disbelief out there people might think I’m crazy, but I am the guy who designed the Model S,” he added. Head of vehicle engineering, Corus Automotive.The Model S is a good first effort, but we felt we could take it to another level,” he said.ĮDUCATION: Bachelor of Science (engineering) Imperial College, London. “The Tesla Model S is beautifully designed and engineered, and it has undoubtedly been disruptive, but it is not aimed at the luxury market. It will also, inevitably, come up against Tesla, the undoubted leader in the EV production space, and the most valuable car company in the world, but Rawlinson is not daunted by that prospect. Reductions for that price are planned after the first year of production. It is aiming unashamedly at the luxury saloon segment, dominated by German manufacturers such as BMW and Mercedes, and is priced around $90,000 to $170,000 per car, depending on model and specification. The car, which could be available in the Middle East as early as next year following its planned debut in the US next spring, boasts better performance, longer range and more comfortable design than virtually any other currently in the EV market. He believes the launch of the Air could be the moment the EV market really takes off. “They put their faith in us, that’s why we’re here today thriving,” Rawlinson said. The Kingdom’s Public Investment Fund (PIF) owns a majority stake in Lucid, having invested more than $1 billion into the project in 2018. What makes it all the more fascinating is that this planet-changing technology has been enabled by Saudi Arabia, known for the past century as the global hub of the conventional hydrocarbon industry, but which stands to lose out if, or when, gas-guzzling giants give way to clear electric vehicles. That’s what is going to change the world, not just selling more luxury cars,” he told Arab News. “We’ve got the best car in the world, but I’m more excited to know that we have technology that can cascade down to more affordable models for the man in the street.
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