So its now been confirmed by a couple different sources that Audi's upcoming electric SUV will start at above $100k. I think that's going to be a tough sell for consumers when there are so many cheaper alternative options already on the market. Does Audi really think that people will be willing to pay more for an electric simply because it has their badge on it? This will also be their first fully electric model, and as a result the platform is unproven. With what Jaguar has packaged together in the I-Pace, I'm having a hard time understanding why anyone would go this route instead.