How Lucid brought the Air Pure EV in for under $90,000

Since launching a year ago, Lucid Motors has made a name for itself with six-figure versions of its electric Air sedan that have broken records for battery range and efficiency while delivering roller-coaster levels of performance. A new top version coming next year will be the $250,000 Air Sapphire.

But while the Sapphire will serve as a halo car for the young all-electric brand, the newly launched Air Pure version will be an entry-level "hero" of the lineup, offering a high-tech luxury experience at a sub-$90,000 starting price, executives say.

The Air Pure provides a steppingstone to even more affordable Lucids, since the core technology will find its way into a broader lineup of vehicles later in this decade with prices starting at $50,000 or so to compete with luxury EV competitors, the company said.

Derek Jenkins, senior vice president of design and brand, told Automotive News there is pride among the design and engineering teams in being able to deliver the Pure as a unique alternative to the pricier trims that is not a bare-bones model customers have to settle for.

"All of the development of the high-end cars has trickled down to this car at a better entry-level price, but still with pretty remarkable specifications," Jenkins said in an interview this month at Lucid's headquarters in Newark, Calif. That's why the Pure is considered the "hero of the group."

For reference, Lucid launched with the limited-run Dream Edition last year, starting at $170,500 with shipping, and then debuted the Grand Touring with a starting price of $155,650. Last week was the official launch of the Pure, at $89,050, and the Touring at $109,050.

The most obvious visual difference with the Pure, inside and out, is its use of an aluminum roof in body color in place of the massive tinted glass roof featured on higher trims. The result is the loss of some "wow" factor, but also a somewhat more unified appearance with the painted roof.

"The feedback has been pretty remarkable," Jenkins said.

Painted in a new Lucid color, Fathom Blue, the steely paint across the entire body of the Pure gives a fresh aesthetic. Some Lucid employees prefer it to the glass canopy, although it does reduce the perception of space inside, Jenkins said.

On the inside, Lucid's designers kept the big infotainment screens to maintain a high-tech feel for the Pure, Jenkins said. The tech vibe translates to interior fabric from recycled fibers and a leather-alternative material that can both save on costs and attract younger buyers.

"It's got a furniture vibe about it," said Jenkins, comparing the Pure with higher trims of the Air that use real leather. Influences for the Pure interior include mid-century modern furniture, he said.

Some cost-cutting was unavoidable. But the lower-price model still benefits from Lucid's industry-leading EV powertrain.

That means 410 miles of range from a 92 kilowatt-hour battery pack, compared with 516 miles of range from the Air Grand Touring with a larger pack.

One benefit of the smaller battery on the Air and Touring is greater rear-seat legroom since several battery modules have been removed from underneath the vehicle, opening up the foot well, Jenkins said.

The launch edition of the Air Pure comes with optional features that include all-wheel-drive, optional wheels and an upgraded stereo that push the price to $100,550, Lucid said. Dual motors, front and rear, offer 480 hp and 0 to 60 mph acceleration in 3.8 seconds.

The absolute base version will go into production next year with a single motor at the rear. Lucid hasn't given power numbers for the $89,050 version of the Pure.

Some automotive enthusiasts on social media have criticized the Pure for its traditional roof, but others have praised it for delivering range and performance that's competitive with luxury EVs in its class, including the venerable Tesla Model S.

And the Pure is only a first step toward more affordable Lucid vehicles in the latter part of the decade when it launches its smaller "midsize" platform, executives say.

"Lucid is about technology, it's about efficiency, it's about taking the EV experience to a new level," Jenkins said.

"We have a purpose. It's not just making luxury cars."