After an awfully rough start to its mission to dominate the luxury EV game in the US over the last few years, Los Angeles-based startup Faraday Future (FF) is launching a whole new strategy.

It's building out what's effectively a new brand, Faraday X (FX), to deliver mass market vehicles with intelligent tech. And it's starting with minivans... err MPVs.

Call them what you will, but that's the plan. Max Ma, global CEO of FX, said that minivans like the Lexus LM and Toyota Alphard are popular luxury people carriers for celebrities and discerning customers in Asian markets – and similar vehicles with AI and electric powertrains could do well in the US.

FF had actually worked on a minivan concept, the V9, back in 2019 – but the project was halted due to the litany of financial and managerial challenges the company faced back then.