Investment Analyst claims Tesla should be worried about Audi e-tron, not Jaguar I-Pace

By the time 2019 is over, Tesla will have to content with not one but two new major competitors from much larger luxury brands. One is the Jaguar I-Pace, the brand’s first ever electric car and the other is the Audi e-tron, also its first EV. Both cars are newer than any of Tesla’s offerings and both are very impressive. However, according to one investment analyst, it’s the e-tron that should worry Tesla more than the I-Pace.

According to JMP analyst Joseph Osha who recently spoke to some clients on the matter, the e-tron is the bigger threat, as the Jaguar I-Pace isn’t quite up to par. Admittedly, the Jag is a very impressive first attempt but, according to Osha, it has a “poorly executed infotainment system and a dealership network that may not be able to position and sell the car effectively”. Admittedly, Osha’s note was more about the shortcomings of the I-Pace than the attributes of the Audi e-tron, but it’s still worth noting that he claimed the latter to be better than the former.

The Audi e-tron boasts a lot of qualities that, specs aside, the other two don’t have. Audi has a better history of reliability than both, it’s more of a traditional SUV, has a better infotainment system than both brands and has a much better dealer network than both Tesla and Jaguar. So it any of these new EVs are going to attract legacy car buyers (buyers of traditional car brands), it’s going to be Audi. That’s because it’s a legacy automaker itself and has an electric car that still feels like a traditional car, all while boasting a much easier dealer network to use, better warranties, better customer service and a better history of reliability. So if any new electric car poses a threat to Tesla, it’s the Audi e-tron. And the folks in Ingolstadt should be very proud of that.

Customer who are looking for an e-tron don’t have to wait long, either. The Audi e-tron will go on sale Q2 of 2019.

Nico DeMattia

I've been in love with cars since I was a kid, specifically German cars. Now I get to drive them talk about them on the internet.