Faraday Future launches second brand to increase artificial intelligence electric vehicle accessibility

Faraday Future Intelligent Electric Inc. (FF), a California-based global shared intelligent electric mobility ecosystem company, announced it will launch its second brand, Faraday X (FX), which will be an integral part of FF’s overall growth strategy, and is part of the company’s Global Automotive Industry Bridge Strategy.

The brand slogan for Faraday X is: Co-create, an AIEV for Everyone. Through FX's five initiatives such as Open-Source, Open-Platform, User-Definition, Co-Creation, and Sharing, the company will empower a $30,000 FX model with core technologies used in the $300,000 FF 91. Its goal is to develop artificial intelligence electric vehicles (AIEVs) and make them affordable and accessible for everyone.

Additionally, FX expects to launch the first two planned products under the FX brand, the FX 5 and FX 6, through a user-defined co-creation process, with expected price ranges of $20,000 to $30,000 and $30,000 to $50,000, respectively.

This new brand approach by FF aims to integrate global automotive components and supply chains into the U.S., energizing the U.S. B-AIEV and RE-AIEV. While the existing FF 91 2.0 series products target the ultimate AI TechLuxury market, the second brand (FX) is aimed at the mass market. The company has established relationships with four Chinese OEMs, having already entered into two strategic framework agreements and two memoranda of understanding, and is working toward finalizing definitive agreements with each to fully promote Range Extended AIEV in the U.S.

FF and FX have the potential to mutually empower each other, creating a complete AIEV ecosystem covering both ultra luxury and mass markets. FF's 6x4 product and technical architecture, domestic manufacturing experience, and brand strength are assets that the second brand can inherit. Meanwhile, the FX brand’s large-scale sales potential can feed back into FF, significantly enhancing FF's technical, manufacturing, supply chain, and user ecosystem capabilities, and helping FF reduce costs and improve efficiency.

“The core logic of FF's second brand and bridge strategy is to create an industrial bridge, fostering close collaboration within the global supply chain to develop high-performance, cost-effective B-AIEV and RE-AIEV products for the U.S. market,” says Matthias Aydt, global CEO of FF. “Looking ahead, I am excited about our future. With our talented team, I am confident in our ability to achieve our upcoming goals.”

FX product strategy and initial models
Through a recent user survey FF conducted, the company confirmed a few key pain points for U.S. users when purchasing electric vehicles:

• High vehicle costs: EVs today are priced significantly higher than traditional vehicles, making them less accessible to the broader market.
• Range anxiety: Users worry about limited driving ranges, especially with the current lack of fast-charging infrastructure.
• Smart cabin experience: Current market offerings don’t meet users’ expectations for personalized, AI-driven cabins.
• Limited choice of autonomous driving solutions: Most brands are behind in providing a reliable, consistent self-driving experience.

The FX brand is committed to addressing these challenges with innovative solutions that make AI-EVs accessible to the mass market. To address range anxiety, FX plans to create a RE-AIEV – a range-extended electric vehicle that combines an electric drive system with a range extender, giving users the confidence to travel longer distances. FX vehicles will offer a 3rd aiSpace, an AI-powered, personalized smart cabin that integrates users’ digital lives into their driving.

FX plans to launch two models in the first phase, including the FX 5, a large-space sporty AIEV priced between $20,000 and $30,000, targeting the mainstream market. The second vehicle is FX 6, priced between $30,000 and $50,000—an extra-large, luxury AIEV.

The FX 5 and FX 6 models are anticipated to offer two types of powertrains: range-extended AIEV and battery-electric AIEV. Subject to securing necessary funding, FX is targeting the end of 2025 for the first vehicle to roll off the line.

FX intends to introduce an innovative approach with light assets, light marketing, light sales, and co-creation. This includes building a fully online direct sales ecosystem that includes user acquisition and user management.

“At FX, we are committed to providing affordable, high-performance electric vehicles that meet the evolving demands of today’s users. With cutting-edge technology, intelligent cabin experience, and a strong execution strategy, we’re poised to lead the way in the AI EV market,” says YT Jia, FF founder and chief product and user ecosystem officer. “We believe that the FX brand and its products will deliver immense value to a new demographic of users for our brand.”

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Five key FX initiatives and survey results
The FX product definition anchors on five key initiatives: (1) Open-Source and Open-Platform, User-Definition, Co-creation and Sharing; (2) Global Automotive Industry Bridge Strategy; (3) Creating a new automobile category: RE-AIEV; (4) Leveraging FF's Legacy to Empower FX; and (5) the Light and Swift, Premium Quality.

With this approach, FF is inviting users to participate throughout the entire lifecycle of Faraday X products. Together, it will create a product that belongs to everyone, defined and owned by everyone. The company hopes to co-create an AIEV with an exceptional price-performance ratio through light capital, light assets, light sales, and light marketing, with fast decision-making, rapid execution, quick mass production, and swift iteration.

FF also recently launched a pre-event survey for the second brand, titled "Everyone’s AIEV, You Decide," with the first phase already successfully concluded and received nearly 10,000 responses. User feedback suggests that the U.S. EV industry is lagging in several areas, including extremely low market penetration for new energy vehicles, slow development of supporting infrastructure like charging stations, a lack of a complete domestic supply chain, limited product variety, high prices, insufficient market competition, and inadequate government support.

Faraday’s investor presentation and a replay of the webcast related to the FX brand will be posted and available until September 18, 2025.