This guy gets the power of brand.

Rawlson is the guy that engineered Tesla’s Model S and is now the visionary that leads Lucid Motors. Rawlson went on to say, “We’ll need to create a technological tour de force, and I think that’s what we’ve got in Lucid Air.” 

Their first product was not concerned with hitting a specific price point or targeting a specific niche, rather it was targeted at establishing the customer expectations, defining its brand values. Things like quality, attention to detail, and an impeccable customer experience. 

Rawlson understood that Lucid's first product was his best chance to teach the market what Lucid stood for, its core values. Yes, he gets the importance of brand. Rawlinson’s resume is impressive. He worked at Jaguar and was chief engineer of Lotus, His name is on dozens of patents for battery technology or other innovations. Rawlinson oversaw Lucid’s development of the battery used by all the teams in the Formula E electric-vehicle racing circuit. So he’s got some serious chops.

It’s true, figuring out how to get scale and mass-produce cars will be another challenge and, not surprisingly, they are yet to be profitable. But understanding that building his brand and establishing the brand’s position of superior quality will catalyze the market and define the knowledge base around the brand. As quoted in Road & Track, “Lucid’s posh quarters make a Tesla’s interior look like the mismatched Tupperware in the back of your cupboard.” That brand perception of quality will trickle down to lower-priced models and will, undoubtedly, serve Lucid well.

Smart dude.