Lucid is officially joining the robotaxi race, and it’s doing so with all-new products. During its investor day presentation on Thursday, the EV startup revealed a two-seat autonomous concept to insiders. Then, it confirmed plans to charge monthly subscription fees for advanced driver-assist and self-driving features in future cars.

More: Lucid Cuts 12% Of Its Workforce As The EV Shakeout Intensifies

The concept, called Lunar, is a purpose-built robotaxi designed without pedals or a steering wheel. It clearly signals that Lucid is serious about fully autonomous ride-hailing rather than just driver-assist technology. This puts the company on the same path as Tesla’s Cybercab program and similar efforts from other EV makers trying to turn autonomy into a long-term revenue stream.

Beyond the prototype reveal, Lucid shared very little technical detail about the Lunar. What it did emphasize is efficiency. The company is targeting between 5.5 and 6 miles per kWh, a figure that could translate to a theoretical range of around 400 miles.

Reaching that number will depend largely on low-drag aerodynamics and a carefully optimized body. Fast charging is also part of the equation, with Lucid claiming the robotaxi could gain more than 200 miles of range in about 15 minutes.

Whether the Lunar ever makes it past the concept stage is less certain, though. For now, the company already has plenty on its plate preparing its upcoming midsize EV lineup for launch, which carries far more weight for the company’s near-term finances.

Subscription Fees For Self Driving

Speaking of revenue, Lucid calls autonomy subscriptions “the single biggest software monetization opportunity.” As such, it’s going to start charging customers to use DreamDrive Pro, the brand’s in-car autonomy suite, on a monthly basis. Starting in the first half of 2027, owners will have to pay anywhere from $69 to $199 a month, depending on the level of autonomy they want.

Lucid says that it has a “Level 4-ready platform available directly from the factory.” While it hasn’t unveiled it to the public, it’ll ride on the brand’s midsize architecture that underpins a few new products heading to market. Lunar will only seat two individuals, so we expect it to have plenty of room for cargo.

That’ll work well with one of Lucid’s partners, Uber. The two are in talks to use the midsize platform in the way that they do Gravity with its robotaxi program.

Timelines

Lucid went as far as to openly lay out its timeline roadmap as well. This year, it believes it’ll offer hands-free highway driving to customers. Next year, it hopes to offer hands-free highway and city driving. In 2028, it wants to achieve Level 3 autonomy. That’s where drivers still need to be ready to take over but the car can mostly navigate on its own.

Level 4, something Lucid is aiming for in 2029, would allow drivers to take their eyes off of the road. Whether or not all of this comes to pass is up for debate, but at least now we know the plan.

There’s no denying it. For all Elon Musk’s foibles, he and Tesla have played an instrumental role in accelerating the car industry’s shift towards electrification and autonomy. Love him or loathe him, the trajectory has shifted on his watch. Now, the controversial CEO says any legacy automaker that refuses to follow Tesla’s lead risks going the way of the dinosaurs.

Last week, the world’s richest man sat down with André Thierig, head of Tesla’s Gigafactory Berlin, for a deep dive into where Tesla is heading and where the wider industry should be going. In Musk’s telling, it has been obvious for more than 20 years that the endgame is fully electric, fully autonomous transport. The surprise, at least to him, is that some rivals still appear reluctant to accept it.

Read: Nearly Half Of Jury Pool Dismissed As Musk’s Lawyer Claims So Many ‘Hate Him’

“The automotive industry has strongly rejected electrification,” Musk said during the interview. “They’ve dragged their feet, and they’ve had to be pushed there by the government, and whenever they have any opportunity to reduce the production of electric vehicles, they’ve done so. This is not a good strategic…like it doesn’t make sense.”

He went on to argue that the need for the car industry to shift to electrification would be true even “without environmental concerns.” Musk believes that “an electric vehicle is a fundamentally better architecture than a gasoline or combustion vehicle. It is much simpler, it is more efficient, it’s quieter, there’s no pollution in cities, so really all ground transport should be electric.”

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“The future does not contain combustion vehicles, and there will be very few vehicles that are not autonomous. If the automotive industry does not move in that direction, they will be left out,” Musk added.

Carmakers Aren’t Doing Enough, Musk Says

When Thierig asked whether Tesla could learn anything from legacy automakers, or whether it should simply keep its head down and focus on its own path, Musk conceded, “You can always learn something from some competitors.” Still, he quickly returned to familiar territory. “Strategically, they’re heading in the direction of the dinosaurs, so they’re not heading in a good place. Dinosaurs are not around anymore.”

As for the risk of traditional brands copying Tesla’s ideas, he dismissed it, arguing that you cannot simply force a good idea onto companies that are not ready to embrace it.

None of this is especially new. Musk has long criticized established carmakers for moving too slowly, and with Tesla’s business tied so closely to EVs and autonomous driving systems, he has every reason to underline the advantages of both. It also does not hurt when that message reinforces confidence in Tesla’s long-term prospects.

Perhaps more intriguing is Tesla’s evolving self-image. The company no longer presents itself purely as an EV manufacturer, and some observers believe it may not even be building cars in a decade, shifting instead toward robotics.