I drive a Model X (and a 911). I test drove a Taycan 4S last year considering it versus my 911. I decided that nice car as it was, it still is a very heavy car and despite what the press says felt nothing like the 911 to drive to me. It also needed options that would bring the price up to almost £100k before it felt right. The demonstrator had the base level leather and was very plasticky inside. Fast forward to yesterday and I was looking at the e-tron GT. Basically a Taycan in some very nice looking Audi clothing. I looked at the spec to see if it too needed loaded up with options and found that you could pretty much order the base car with metallic and get everything you need for just over £80k. This was interesting as it makes it cheaper than the Model S, you might even get a discount in time to make it cheaper still. Leasing prices will likely be lower than for the S. I know it has less range than a Model S and less space, despite being a similar sized car. But a lot of people spend most of their time driving short distances with just one person in the car. So to me this looks like, at least for some people, the first time there really is a car that can be realistically cross shopped with the Model S. To be fair people who didn't need the space maybe already did this with the Taycan. I will be watching the reveal of the Mercedes EQS closely next month as it looks like it is a hatch and so it will compare even more so with the S for space and range. The thing we don't know is the price. I would like to be able to compare the EQS SUV with the X when I replace mine, but that looks like it won't be available until late next year.
I had a look at the e-tron recently. Very impressed, TBH. As you say, you get a fair bit of equipment as standard, that's well worth bearing in mind when making comparisons. I was very tempted to go for an e-tron, the main reason I didn't was the efficiency, the rather underwhelming handling (bit odd for an Audi, I think), plus, if I'm honest, the pretty dreadful experience that an owner has documented on YouTube. I believe that servicing is similar to that for the I-Pace, a roughly £200 service every two years, which doesn't seem to bad.
Needs serviced every two years or 18,000 miles. Standard for most German cars. A lot of people would only need one service during their ownership of the car. Despite not officially needing a service I had my Model X looked at last year and they did a brake clean. I was not comfortable with the thought you could run a car for three years and not have anything checked until the MOT. This does remind me that having run an A4 almost 20 years ago and two X5s after that the service I received from the local BMW dealer was excellent and vastly better than the Audi dealer. This may just be down to local variations, but it would influence my buying decision. Twice since then the Audi dealer has messed up when I tried to test drive a car and I generally find them arrogant and unhelpful. All other dealers have generally been friendly and good including Range Rover and Porsche.