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Jaguar and Audi SUVs Fail To Dent Tesla’s Electric-Car Dominance

Tesla has managed to expand its electric-car marketshare, despite two new battery-powered luxury SUVs that have been in U.S. showrooms for the last 10 months: Jaguar’s I-Pace and Audi’s e-tron. Bloomberg reports: Their starts are the latest indications that legacy automakers aren’t assured instant success when they roll out new plug-in models. Tesla’s Model S and X have largely held its own against the two crossovers that offer shorter range and less plentiful public charging infrastructure. Jaguar and Audi also lack the cool factor Musk has cultivated for the Tesla brand by taking an aggressive approach to autonomy and using over-the-air software updates to add games and entertainment features. Tesla’s Model X and Model S each boast more than 300 miles of range, and the cheaper Model 3 travels 240 miles between charges. Jaguar’s $69,500 I-Pace is rated at 234 miles, and Audi’s $74,800 e-tron registers 204 miles.

Jaguar’s marketing team spent years laying the groundwork to introduce the I-Pace. In 2016, the brand joined Formula E, an open-wheeled, electric-powered race circuit similar to Formula One. Porsche and Mercedes-Benz are also joining Formula E for the 2019-2020 season to help generate buzz for the new all-electric models they have coming out. The circuit makes stops in cities including New York, Hong Kong and London, which the brands are banking on as major markets for plug-in cars. But while Formula E is drawing crowds of urban dwellers and a substantial audience on social media, all that buzz may not necessarily translate into showroom traffic.

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