Proof that German car maker Audi’s new SUV offering E-Tron S is in the gaze of EV maker Tesla became evident from the Twitter sparring involving CEO Elon Musk who poked fun on it.

Elon Musk  tweeted  “stop sending me this E-Tron Audi” to which a user reacted citing etymology, noting that barring in French, E-Tron means “s...t.”

Jokes apart, Tesla boss’s tweet seems to be giving an indirect marketing push in social media forums like Twitter and Reddit where comments by communities are making E-Tron more familiar.

But it can also be dismissed as a payback time by Tesla. While Musk may have a good laugh now, Tesla also had rivals sniping at it in many ads.

They included BMW’s pokes at Model 3 commercials and Nissan’s Leaf taking aim at Model 3 reservation holders in their advertisements.

E-Tron as a “Musk-Have” vehicle

Audi’s ads in 2017 were significant where it made a specific yet humorous tease on Tesla boss, in a bid to tone down the Model 3 reservations and not to affect its sales.  

In the advertising campaign boosting the then-upcoming E-Tron Sportback,  Audi teased Elon Musk with a deliberate wordplay.  In place of “must-have”, Audi spelled it as “Musk-Have”

In a way, it was flattering to Musk. In the past, Musk had boasted that he owned Audi Q7 before the Model X came up.

The E-Tron Sportback was unveiled at the Auto Shanghai 2017 and production confirmed for 2019.

It was to be the second vehicle in a series of 3 premium all-electric vehicles– starting with the E-Tron Quattro in 2018, E-Tron Sportback in 2019 and E-Tron GT in 2020.

Many see E-Tron Quattro as a competitor to Tesla Model X and the E-Tron S as a rival to Tesla Model Y.

Audi’s marketing push with Ads

Even as Tesla is trying a China splash with own factory to boost Model 3, Audi started delivery of E-Tron to U.S. dealerships in May and backed it up with an advertising campaign on TV and billboards.

Ad push is normally rare among EV makers. The German automaker also did a product placement on the latest edition of Avengers movie.

E-Tron Vs Tesla Model X

In terms of comparisons, Audi E-Tron S is a little shorter than the Model X and cargo capacity comes to 57 cubic feet with the rear seat folded.

The top speed claimed is 124 mph and a 0–60 sprint in 5.5 seconds, compared to Model X’s scoot to 60 mph in 3 to 4.9 seconds.

At an average range of 200 miles, comparisons are bound to emerge with Tesla's 250+ miles and Jaguar’s I-PACE with 234 miles of range.