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Usually camo is designed to hide aspects of a new car's design.

Caption by Antuan Goodwin / Photo by Andrew Hoyle/Roadshow

That isn't the case with the e-tron.

Caption by Antuan Goodwin / Photo by Andrew Hoyle/Roadshow

Audi's first entry into the electric SUV game is going to have stiff competition from Jaguar and Tesla.

Caption by Antuan Goodwin / Photo by Andrew Hoyle/Roadshow

Audi is still using QR codes like they're a thing.

Caption by Antuan Goodwin / Photo by Andrew Hoyle/Roadshow

The e-tron looks great, much more traditional looking than the I-Pace or the Model X.

Caption by Antuan Goodwin / Photo by Andrew Hoyle/Roadshow

The e-tron will pack three electric motors good for over 400 horsepower.

Caption by Antuan Goodwin / Photo by Andrew Hoyle/Roadshow

Audi predicts just over 300 miles per charge with a fast recharge time of just 30 minutes.

Caption by Antuan Goodwin / Photo by Andrew Hoyle/Roadshow

Audi will run a fleet of 250 e-tron prototypes which will log around 5 million kilometers of test miles.

Caption by Antuan Goodwin / Photo by Andrew Hoyle/Roadshow

Audi is expected to reveal the production car later this year in Brussels.

Caption by Antuan Goodwin / Photo by Andrew Hoyle/Roadshow

2019 model year deliveries to customers are expected to begin at the end of 2018.

Caption by Antuan Goodwin / Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

/ Photo by Andrew Hoyle/Roadshow

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype offers a preview of the first purely electrically powered model from the brand. The SUV combines a roomy interior with a range capable of covering long distances.

Caption by Antuan Goodwin / Photo by Audi

The expressive sills with orange inserts show the location of the battery and therefore the energy center of the car.

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype offers a preview of the first purely electrically powered model from the brand. The production version of the SUV launches on the European market at the end of 2018.

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

/ Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The distorted e-tron lettering stretches across the entire flank, as if it was charged with electricity.

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

Mimicking the high-voltage grid, orange elements illustrate the fact that the Audi e-tron prototype is fully electric – the lower part of the car, for example, is encircled with alternating orange and black segments.

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype illustrates electrification with a specially developed design film. The "e" at the bonnet is literally electrifying

Caption by Antuan Goodwin / Photo by Audi

The Audi e-tron prototype in Geneva

Caption by Antuan Goodwin / Photo by Audi

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Audi E-Tron camo is designed to attract attention, not hide

Published: March 6, 2018 9:05 AM PST

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