Tesla Inc. plans to deliver a high-performance version of its Model S on Thursday, aiming to reignite interest in the nearly decade-old sedan and fend off rivals such as Porsche, Mercedes-Benz, Lucid Motors and other automakers in the luxury EV market.
Tesla redefined electric cars in 2012 when it launched its high-end Model S with a sleek design and long driving range, but is facing a raft of new challengers.
The automaker plans to livestream the delivery of the first Model S Plaid at its U.S. factory in Fremont, Calif., at 10 p.m. EDT, according to its official Twitter account.
CEO Elon Musk has not said whether he will take the stage, but he has been on Twitter promoting the new model, which is priced at $129,990 against $79,990 for a long-range Model S.
The latest price for the Model S Plaid is $10,000 more than what was displayed a few days ago on Tesla’s website.
“The Model S has not been changing a lot in terms of looks over the past almost decade. I think Tesla has to offer consumers something more,” said Jessica Caldwell, executive director at car information provider Edmunds said.
The launch of the Model S Plaid, which has already been showcased online, has faced delay and some controversy over an expected airplane-style yoke steering wheel. Musk canceled another variant, Model S Plaid+, which would have had a 33 percent higher driving range than the Model S Plaid and used advanced battery technology, known as 4680 cells.