Tesla Motors Inc. has begun to send invitations to the unveiling of the Model 3, its first electric vehicle targeted at the mass market. The Model 3 event will take place in Southern California March 31.

Unlike its luxury predecessors, the Model 3 carries an affordable price tag of $35,000. Tesla will start taking orders at its in-store locations March 31 and online the following day. However, the company does not anticipate delivering the cars to buyers before 2017.

The Model 3 is a small sedan that will boast a driving range of 200 miles on a single battery charge, but aside from those few details and the pricing, little is known about the vehicle.

This car will be key to Tesla’s growth. Until now, the company has focused on the luxury market, but a successful Model 3 could expand the firm’s customer base.