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 U.S. 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 $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.

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