Audi’s ‘Musk Have’ Billboard Ad for e-tron quattro Pokes at Tesla’s Elon Musk

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

Not a typo, an advertisement by Audi of Berlin is being interpreted as taking 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.”

In 2009 Audi’s then-CEO Johan de Nysschen – now with Cadillac – mocked electric cars in calling the Chevy Volt a car for “idiots.” New management obviously has changed it tune while today de Nysschen works to overhaul a brand for a company whose product he once disparaged.

Where that leaves the Tesla Model X crossover SUV may be your next question, but fact is, it is in Tesla stores, and available for sale now.

The Model X, which in the U.S. is the first- or second-best selling EV month-after-month along with 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.

Without its car yet for sale, Audi runs an ad naming Tesla’s CEO. Tesla, whose top-selling Model X was just named by the federal government as the safest SUV it’s tested, has not posted a billboard for it yet. Credit: m.a.x.i.m.i.l.l.i.a.n on Instagram reposted on Facebook by Audi Deutschland.

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 503 horsepower, and 0-62 mph time in 4.6 seconds.

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

Audi, a part of the VW Group, is at this stage amping up excitement, promises 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.

SEE ALSO: Audi Rolling Out Three New All-Electric E-tron Models By 2020

Undoubtedly the company’s products are popular with luxury buyers with discerning tastes, and while some may say the pun of the billboard is just a joke, others may question the tastes of the humor.

Or, is this just another form of “disruption” that will sell Audi cars? The company paid for the prominent ad, so one might surmise it thinks so.


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