In the past, when premium carmakers had some three or four models in their range, the presentation of a new model was an epochal event.
Now that the number has ballooned to 20, 30 and even 40, premieres have lost some of their importance.
But there are exceptions, and our first contact with the new Audi e-tron in Munich was one of them.
This is not simply the most important Audi for many years, it is actually the most important model for the VW Group.
This is their mea culpa, which has to erase the memory of Dieselgate.
It also explains why more attention has been invested in this car than in any other in history, except perhaps for the Bugatti Veyron.
In a nutshell, this is the giant's first model conceived right from the start as an electric car.
e-tron is Volkswagen's long awaited trump card in the looming battle with Tesla for the hearts and souls of the coming generations.
Others will follow soon enough. But the impression that the e-tron will leave will largely determine their chances.
In fact, the battle is already underway: just opposite Audi's technology centre at Munich Airport, the Americans are displaying the most powerful version of their Model X.
In this battle Audi boasts an unexpected advantage: the price.
We're not used to German premium machines being inexpensive. But compared to Теsla, they really are.
The e-tron will sell in Bulgaria for about 75,000 Euros – even less than the new Q8, with which they share the same platform.
Теsla's least expensive Model X starts at 95,000 Euros, and the most expensive one comes to 150,000 – twice more than the e-tron.
Is Tesla twice the car? It depends.
If you're one of those people for whom the thrill of driving means stepping on the gas the minute they see a straight stretch of road ahead, then the answer is "yes".
The most powerful Моdel X has 671 hp maximum power and can even give over 700 hp for short periods.
The e-tron has "only" 360 hp, and in 8-second boosts the system can give it 408 hp.
Acceleration from 0 to 100 km/h takes 5.7 seconds for Audi, and only 3.1 seconds for the Tesla.
In theory, the Model X has a range of 540 km on the old European Driving Cycle. The e-tron promises 417 km, but on the new WLTP driving cycle.
Still, the slightly larger battery should give the Тesla an advantage.
But that where its advantages end. First, because both of the given ranges are in the sphere of wishful thinking.
In real life, at least one third of them is unattainable.
Our test e-tron, driven at temperatures around zero and with the heating on full blast, gave a range of 250 km in the beginning.
After about 90 km (including full throttle on the motorway) in the end the car still showed a 180 km range.
This is explained by the energy recuperation system which uses both the brakes and the electric motors themselves.
As a result, the e-tron recovers much more battery power than all its competitors.
In addition, it is able to charge at 150 kilowatts, compared to Теsla's limit of 120 kW.
For now this is an advantage only on paper because the fastest charging points work at only 50 kW.
But within two years there will be at least 300 new fast-charging points in Europe where the e-tron will charge in just half an hour.
When it comes to straight line acceleration, the Моdel X is unrivalled.
But the e-tron is by no means slow either – on the endless German autobahn we managed 201 km/h, at least according to the speedometer. The declared maximum speed is 200 km.
Most impressive, however, is how quickly the car reacts at high speeds. Accelerating from 120 to 160 km/h feels just as easy and quick as from 40 to 80 km/h.
Moreover, the Audi does a lot better in the curves. The steering could be more direct, but it is not Tesla's unpredictable roulette wheel.
This is a car you can safely push up mountain roads – although you won't forget even for a second that it weighs nearly two and a half tonnes.
The other huge difference is in the interior. Whereas Теsla gives you a bit of plush, a lot of cheap plastic and one big tablet for your money, the e-tron's interior features the best possible materials.
The digital devices and multimedia are the same as in the Audi А8. This is the most silent car we've ever driven.
At the same time, it is absolutely practical - with comfortable seats and plenty of space for passengers in the back.
The enormous battery is built into the chassis, leaving you with 600-litre luggage space. Plus an extra 60 litres under the hood to hold your cables.
We've saved the best for last: the virtual mirrors which, if you wish, can replace the conventional side mirrors with a digital camera system.
This slightly reduces drag and will make you feel like in a sci-fi movie. We're not saying it's a nice feeling, though.
The system works smoothly, but looking down to the displays in the front door panels is so unnatural that you might well hit a truck before you get used to it.
Besides this, the cameras provide a rather deceptive idea of the distance to objects behind the car.
We therefore advise you to skip this extra for the time being.
The Audi e-tron is innovative, impressive and interesting enough as it is.
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