Tesla to launch high-end Model S 'Plaid' to fend off Mercedes, Porsche

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TESLA Inc will 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 and Lucid Motors in the luxury electric vehicle 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 US factory in Fremont, California at 7 pm PT (0200 GMT, Friday), 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 US$119,990 against US$79,990 for a long-range Model S.

"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. Mr Musk cancelled another variant, Model S Plaid+, which would have had a 33 per cent higher driving range than the Model S Plaid and used advanced battery technology, known as 4680 cells.

"The Model S Plaid is definitely intended to help reduce the migration of current Tesla owners out of Tesla," said Ed Kim, vice-president at consultancy AutoPacific. "I think what we're seeing now is that Tesla can no longer operate in a vacuum."

He said Model S Plaid is a low-volume, halo model aimed at showcasing the automaker and generating excitement around the sedan, with Tesla needing to successfully roll out new models like Cybertruck and Semi trucks to expand its customer base. REUTERS