June 16, 2024

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The Ultimate Driving Machines

How the Lucid Air Pure EV came in at under $90K

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.