Audi has always had a , and now the automaker’s poking the bear of electric vehicle makers, Tesla. In an ad to promote the upcoming all-electric , Audi wants to let you know its a “Musk-Have.” Har-de-har.

With Tesla expected to begin production next month on the electric Model 3 sedan, the timing makes some sense, I suppose—though a production version of the e-Tron isn’t expected until 2019. So perhaps Audi’s trying to stake itself out as being a force to reckon with ahead of time. Audi that the e-Tron has a 95 Wh battery, with a claimed range of about 311 miles, and says it could handle 0-60 in 4.5 seconds.

It certainly could be interpreted as a shot at the Model X; an the e-Tron would be the “first real premium manufacturer doing a premium electric SUV.” If Musk—somehow—manages to build a new factory from the ground up for the , he has said he’d like it to be into production around the same time. That could pit the two in competition.

Tesla had its big annual shareholder call today with plenty of confirmations for things that were…

If Musk really wants to , now might be the time to fire back with an ad for the Model X.