Lucid Motors, the California-based electric vehicle manufacturer, is aiming to disrupt the crowded SUV market with a new, more affordable model slated to arrive later this year. Priced around $50,000, or roughly 500,000 Norwegian kroner, the vehicle is positioned to directly compete with popular models like the Tesla Model Y, Skoda Enyaq, and Toyota bZ4X. This marks a significant shift for Lucid, a brand previously focused on the luxury sedan segment with its Air model.
While Lucid has garnered attention for its high-end vehicles, sales have been limited. In 2025, only 19 Lucid vehicles were registered in Norway, bringing the total number of cars on Norwegian roads to 32, according to TV 2. Globally, the company saw a doubling of production in 2024, building 18,378 vehicles. Despite past financial challenges, Lucid is betting on its new SUV – following the launch of the Gravity SUV – to drive volume, and profitability.
A New Price Point for a Luxury Brand
The upcoming SUV represents a substantial price reduction compared to Lucid’s current offerings. The Air and Gravity models both start above one million kroner. Lucid CEO Marc Winterhoff stated, according to InsideEVs, that the new vehicle is intended to be accessible to a broader audience, aiming for a price point comparable to the average new car in the American market while still delivering a premium experience. “We’re aiming for a much larger market with this car. At the same time, it should be a model that gives customers a feeling of premium and luxury,” Winterhoff said.
Details about the new SUV remain limited, but Lucid has released teaser images revealing a design with a sloping roofline reminiscent of the Tesla Model Y. The company plans to begin production of the vehicle in the United States and Saudi Arabia by the end of 2026, with cars built in Saudi Arabia destined for export to Europe, though it remains unclear if the model will be available in Norway.
Navigating Past Financial Hurdles
Lucid’s ambition to enter the mainstream SUV market comes after a period of financial instability. The company has faced significant losses, as reported by TV 2, but remains committed to its long-term vision. The Gravity SUV is expected to be the first step in this turnaround, followed by the more affordable model designed to challenge Tesla and other established players in the mid-size SUV segment.
The company is as well investing heavily in autonomous driving technology. Lucid has partnered with Nvidia to incorporate the chipmaker’s Drive AGX Thor computers, DriveOS operating system, and Drive AV autonomous software into its upcoming vehicles. The goal is to achieve Level 4 autonomous driving capabilities – full autonomy with no driver intervention – according to InsideEVs. Nvidia CEO Jensen Huang stated, “Together with Lucid, we’re accelerating the future of autonomous, AI-powered transportation, built on Nvidia’s full-stack automotive platform.”
Initially, the Nvidia-powered system will offer Level 2 eyes-on, point-to-point driving features, similar to Tesla’s Full Self-Driving (Supervised) suite. This will be available in the midsize model at launch and is expected to be integrated into the Gravity SUV around the end of 2026.
Lucid’s entry into the competitive mid-size SUV market will be closely watched. The company’s success will depend on its ability to deliver a compelling combination of luxury, performance, and affordability, and to overcome the challenges it has faced in scaling production and establishing a strong brand presence. The next key milestone will be the start of production later this year, and the subsequent rollout of the vehicle to key markets.
What are your thoughts on Lucid’s new SUV? Share your comments below and let us know if you think it can compete with Tesla and other established brands.
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