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Audi’s at it Again, Teasing Competitors with Billboards

Audi’s all-electric e-tron quattro is not expected until 2018, but the company says it is a musk have.

That’s not a typo, it’s an ad by Audi of Berlin that’s being interpreted as a direct crack at Tesla chief Elon Musk in promoting its pending luxury performance SUV.

The company which has been making inroads toward EVs also said earlier this year it would be “the first real premium manufacturer doing a premium electric SUV.”

The Model X, which in the U.S. is the second-best selling EV month-after-month behind the Model S, is also clearly a target Audi may hope its loyal domestic customers will avoid as they wait for the German-engineered rival.

The e-tron Quattro under European testing rules is to have around 310 miles range, with a battery believed to be 95 kWh. Three electric motors propel the AWD vehicle for a total of 503 horsepower, and 0-62 mph time in 4.6 seconds.

Credit: m.a.x.i.m.i.l.l.i.a.n on Instagram reposted on Facebook by Audi Deutschland.

That’s not quite in the league of the Model X P100D with Ludicrous mode capable of 0-62 in 3.1 seconds, but who’s counting anyway?

Audi is at this stage amping up excitement, promising more EVs to come along with its parent company’s pledge to bring at least 30 EVs to market by 2025 across its product lines.

So is this just a silly pun, or is this another form of “disruption” that will sell Audi cars?

A version of this article first appeared on

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