Audi has always had a strong billboard trolling game, and now the automaker’s poking the bear of electric vehicle makers, Tesla. In an ad to promote the upcoming all-electric e-Tron Sportback, Audi wants to let you know its a “Musk-Have.” Har-de-har.
With Tesla expected to begin production next month on the electric Model 3 sedan, the timing makes some sense, I suppose—though a production version of the e-Tron isn’t expected until 2019. So perhaps Audi’s trying to stake itself out as being a force to reckon with ahead of time. Audi boasts that the e-Tron has a 95 Wh battery, with a claimed range of about 311 miles, and says it could handle 0-60 in 4.5 seconds.
It certainly could be interpreted as a shot at the Model X; an Audi exec previously claimed the e-Tron would be the “first real premium manufacturer doing a premium electric SUV.” If Musk—somehow—manages to build a new factory from the ground up for the Model Y, he has said he’d like it to be into production around the same time. That could pit the two in competition.
If Musk really wants to “anti-sell” the Model 3, now might be the time to fire back with an ad for the Model X.