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Audi targets Tesla owners in e-tron marketing push, blocks Supercharger in the process
It appears that Audi is putting the pedal to the metal with its efforts at promoting its first all-electric SUV, the e-tron. One of these initiatives, which has been shared online, is notably bold, with the German carmaker bringing the e-tron over to Supercharger stations in what appears to be an attempt at persuading Tesla owners to shift to the 204-mile, five-seater SUV.
Reports from the electric car community in Germany have noted that Audi has been placing promotional merchandise at Tesla Club tables during exhibitions. Demo units of the e-tron are also being parked at select Supercharger stations. One promotional Audi e-tron unit was even photographed blocking a Supercharger stall, similar to how anti-EV drivers “ICE” an electric car charging station.
Some more pics from #Audi promotions by occupying #Tesla Superchargers… (foto source unknown)
— REFLACT, Roger Rusch (Leadership, Teamwork, EVs) (@REFLACTtraining) July 18, 2019
There are witty forms of guerrilla marketing – from my point of view, Audi’s approach is just pathetic! They should put their efforts in convincing #ICE drivers, for climate’s sake! pic.twitter.com/QFIFibnJF8
While forms of guerilla marketing are common, Audi’s strategy this time around is questionable at best. EV charging ethics aside, it would be unwise for Audi to promote the e-tron at Superchargers because the vehicle has subpar range compared to any of Tesla’s current offerings. With a 204-mile EPA rating, the e-tron has less range than a Model 3 Standard Plus, or even a 2012 Model S. Thus, by placing the e-tron at Superchargers, Audi could risk highlighting the e-tron’s range disadvantage to potential customers.
Apart from this, Audi does not have its own charging infrastructure. The e-tron is capable of rapid charging, but the vehicle relies on third-party solutions for long-distance travel. Tesla’s Supercharger Network, on the other hand, has expanded to such a degree that long trips are practically effortless. Audi’s marketing team then has a very challenging task: persuading Tesla owners to abandon the Supercharger Network for something inferior.
Apart from occupying Tesla Superchargers, reports from the electric car community in Germany have also noted that Audi has been calling Tesla owners and former Audi drivers to offer them an extended test drive with the e-tron for two days including 1,000 km (620 miles). What is rather interesting is that customers who accept Audi’s offer are reportedly asked if they would be willing to give comments about their experience in the all-electric vehicle. Audi is reportedly also asking if they could send over a photographer to document the test drive as well.
In a way, it is unfortunate to see Audi adopt such tactics to promote the e-tron to potential customers. Being an all-electric car, after all, Audi’s goal with the SUV must be to reduce the number of gas and diesel-powered vehicles on the road. The company would not be able to do this if it just focuses its efforts at Tesla drivers, who are already driving all-electric cars. That simply misses the whole point of the EV transition.
And that’s a shame. Apart from its subpar range and unexciting acceleration (or as Consumer Reports calls it, a “more elegant pull-away”), the e-tron is not a bad electric vehicle by any means. It’s vault-like quiet inside, and it has a luxurious interior that would likely be enough to encourage die-hard traditional car fans to consider shifting to electric. There’s a portion of the car buying public that will never consider Tesla due to a myriad of reasons, and that’s exactly the demographic where the e-tron could dominate. Unfortunately, Audi doesn’t seem to have its sights set on the right target just yet.
Tesla Cybercab is using a unique strategy for picking up the correct rider, which is a crucial part of ride-hailing to ensure people end up in the right place and are charged the correct price.
Cybercab will utilize an RGB strip in its front light bar that will illuminate in a variety of different colors to mark itself.
This identifying mark will also appear in the Robotaxi app, giving riders in the same location a notable distinction in an effort to avoid any confusion regarding who should get in each vehicle.
🚨 Tesla is using different light bar colors to help riders understand which vehicle is theirs
Pretty cool strategy pic.twitter.com/eGMpEMeRpc
— TESLARATI (@Teslarati) August 27, 2026
Other ride-hailing services use similar strategies: Lyft and Uber rides are recognizable through driver identity, vehicle type and color, as well as license plate. Waymo will display the rider’s initials on top of the vehicle, letting them know that the specific vehicle for them has arrived.
Tesla’s strategy is unique and interesting, but there are some flaws. Cybercab’s main purpose is aimed toward being an autonomous ride for all, including those who have disabilities like being blind or even color blind.
Tesla will likely have something in the pipeline for those who cannot see colors or have limited vision. There will definitely be multiple ways to identify which vehicle is the one that “you” specifically ordered.
Cybercab is set to start giving public rides next Thursday, September 3, in Austin, as it announced a dedicated event last week and invited many members of the Tesla community.
Additionally, members of the public will be invited as well. Tesla has been offering employee rides in Cybercab for nearly two months.
Tesla has said goodbye to one customization option for its vehicles: the wrap service it launched several years ago.
After launching an in-house wrap service in August 2020 for the first time in China. In the U.S., it launched in October 2023. Tesla continued to expand the program and adjust it with better pricing and fewer options for the Cybertruck.
By December 2023, it was giving owners of the Model 3, Model Y, and the Cybertruck the opportunity to give their vehicle a fresh look with a vinyl wrap.
Tesla revamps in-house vinyl wrap service with better pricing
It was only available in five locations: Costa Mesa, Oceanside, Santa Clara, West Covina, all in California, and Seattle, Washington.
However, Tesla made some big adjustments to its shop, and the wrap service is officially gone:
Tesla has made a LOT of changes to its online shop recently — price increases, price cuts, new options, and several products being removed entirely.
Some of the biggest increases are wheel covers. 👀
📈 PRICE INCREASES
• 2017-2023 | Model 3 Aero Wheel Cover — Style: Refresh…— Phoenix Self-Driving 🐦🔥 (@PhoenixFSD) August 25, 2026
Wraps are very popular across the Tesla lineup, especially since the company offers relatively few colors. Many choose to wrap their Teslas with interesting colors, patterns, or even finishes, turning their cars from glossy to satin or matte.
However, Tesla’s wrap service was so limited geographically that it never really had a chance to get off the ground or compete with local shops. Every area in the United States is now overflowing with detailing shops, mobile detailers, and other automotive specialists, many of whom perform wrap services.
Tesla’s service was confined to the Pacific time zone and only spanned across two states. It was never going to be something Tesla was a major competitor in, nor was it going to disrupt the wrapping industry. Now that the program has ended, it seems pretty ideal to believe it was always going to be a short-term thing.
Along with the wrap service, Tesla removed several other products, but nothing too crazy. The Model 3 Door Pocket and Cupholder Liners, the Model S 19″ Magnetite Wheel and Winter Tire Package, Model X/Y Ski/Snowboard Carrier for Hitch Rack, Tesla’s Electric Summer Party Tee, and the Electric Summer Tee were the other items the company totally eliminated from its online shop.
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Tesla Robotaxi fleet gets a brain upgrade ahead of Cybercab launch event
Tesla’s Robotaxi service now runs longer hours nationwide as its unsupervised fleet quietly grows larger.
Tesla’s Robotaxi service just got easier to catch, with the company’s official Robotaxi account noting that rides are now available from 6 a.m. to 10 p.m., seven days a week, across its operating footprint. The account also said its unsupervised fleet is “a lot bigger” than before, though without specifics. The bigger change is what Tesla says upgraded intelligence in vehicle distribution and routing is what’s actually cutting wait times, not a new Full Self-Driving version.
While Tesla did not name the team behind the upgrade, the language points to its AI and fleet software group rather than the driving stack itself. Vehicle distribution and routing in Robotaxi has functioned mostly as a dispatch problem with the software deciding which idle car goes to which rider, and how far it has to travel to get there. “Upgraded intelligence” suggests a smarter version of that dispatch logic, likely using demand forecasting to position idle cars near where riders are about to request them rather than reacting once a request comes in. Tesla’s AI division has built similar prediction systems for other parts of the business, including the neural networks that power FSD itself, so applying that same approach to fleet logistics would be a natural extension rather than a new discipline for the team.
Robotaxi now runs 6am to 10pm, 7 days/week
TESLARATI Premium Membership
$19.99 USDUnsupervised fleet is a lot bigger
Also, upgraded intelligence in vehicle distribution & routing means you wait less pic.twitter.com/UFZ4bqg2dZ
— Tesla Robotaxi (@robotaxi) August 26, 2026
Tesla is also about a week away from a separate robotaxi milestone. The company plans to launch Cybercab, its purpose built two seat robotaxi with no steering wheel or pedals, in Austin on September 3. Cybercab has been giving employees rides on public and private roads for weeks, and the September event is expected to fold those vehicles into the existing Robotaxi fleet within days of the launch.
Thank you so much @Tesla for inviting us to the Cybercab launch in Austin! 🤠 pic.twitter.com/F1rAR8zd5O
— TESLARATI (@Teslarati) August 22, 2026
Austin previously ran Robotaxi from 6 a.m. to 2 a.m. as of last September, a schedule set before the service expanded into Dallas, Houston, Miami, Tampa, Orlando and the Bay Area. Wednesday’s post did not specify whether that extended overnight window still applies in Austin specifically or whether 6 a.m. to 10 p.m. is now the standard across every market. Tesla’s post, visible on its official Robotaxi account, framed the change simply as fewer riders waiting around for a car.
Whether the wider hours hold once Cybercab enters the fleet next week is the next thing worth watching. Tesla has tended to expand Robotaxi in increments, first geofence, then hours, then fleet size, and each step so far has arrived without much advance notice.
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Tesla Cybercab uses a unique strategy for picking up the right rider
