Peter Rawlinson, CEO of Lucid, is a strong advocate for the electric future of the automotive industry. During Monterey Car Week 2024 in California, Rawlinson expressed his optimism about the future of electric vehicles, stating, “I think we are seeing a temporary issue. Any talk about cutting back on hybrids is a dead end. Hybrids offer the worst of both worlds.” With these words, Rawlinson made it clear that he believes electrification should be the focus, rejecting the notion that hybrids are a viable long-term solution.
Rawlinson’s comment came shortly before Ford made a significant decision in its electrification strategy. The company announced the cancellation of its three-row electric SUV and revealed a shift toward incorporating more hybrid vehicles into its product lineup. This strategic shift at Ford contrasts with Rawlinson’s vision, as he firmly believes that the future lies in fully electric vehicles.
In May 2024, the California New Car Dealers Association released sales data for the first quarter of the year. Although the market share of electric vehicles slightly decreased in California, the actual sales of these vehicles increased in absolute terms. This growth in electric vehicle sales was largely due to a general increase in new car registrations, which also resulted in higher sales of non-electric vehicles. As a result, while electric vehicles gained in sales volume, their relative market share was reduced due to the overall increase in traditional car sales.
Today, dealerships offer consumers more electric vehicle options than ever before. However, Rawlinson expressed his disappointment with the quality and performance of many of these options, an opinion shared by Derek Jenkins, Lucid’s president of design and brand. Both see room for improvement in the electric vehicle market, noting that many current options fall short in terms of efficiency and design.
Lucid, on the other hand, has demonstrated its leadership in efficiency with the Lucid Air Pure 2025, which has been rated as the most efficient vehicle sold in the United States, with an impressive rating of 146 MPGe, equivalent to 5.0 miles per kWh. In early August, Rawlinson highlighted in a LinkedIn post that it could take years for the competition to reach this level of efficiency. While other companies are slowing down their electrification efforts or modifying their strategies, Lucid continues to push forward and set new standards in the industry.
Lucid’s second model, the Gravity SUV, debuted in 2023, and the first pre-production units began rolling off the assembly line in July 2024. Green Car Reports had the opportunity to test a Gravity prototype in May and anticipates that when the vehicle launches later this year, it could surpass some of its key rivals in terms of design, driving dynamics, and presentation.
In addition, Lucid is developing a mid-size crossover SUV that could become a strong competitor to the Tesla Model Y. This new project, internally known as “Project Midsize,” is scheduled for launch after the Gravity SUV and promises to be another significant step in Lucid’s expansion in the electric vehicle market. With this focus on innovation and efficiency, Lucid continues to position itself as a leader in the transition to an electric future.
