I think he is looking at an Audi Q7 and told me to give my best sales pitch why he should get a Model X vs any other luxury SUV. I drive a MS and have never owned a "luxury SUV", I can sell him on the benefits of Tesla but as a direct comparison of SUVs I really don't have a frame of reference. Any input and links would be helpful. Thanks in advance!
A good question.
In the end, Model X is a mixed bag for someone who has their mind set on the likes of Audi Q7. Like others I would be reluctant to "pitch" the Model X - given that personal preferences and needs dictate what fits - but I am happy to share some insights as a long-time Audi enthusiast and a current Model X owner.
First things first, as you know and can inform your friend, BEV is a fundamental choice. If that's something that interests your friend, that's all it takes. And on the other hand, if that is something that gives him pause, nothing in the Model X will probably (nor should it) convince him otherwise. If he is like many, that most of his driving is daily commuting within the car's range and he can charge at home or at work, then an EV will be a blessing and superior in convenience compared to ICE. If he needs to travel long-range a lot, even if Supercharging serves those routes, it is a pain compared to the convenience of ICE.
As for the Model S vs. Model X question, I came from a Model S P85 to the Model X P100D, and the Model X is more upscale, though quirky in its own way (quirky doors, limited utility with electric second row, panoramic windshield problematic). The range and general BEV convenience feels similar enough to me on both of these cars, so unless the battery choice or range requirements cause your friend to push the envelope - or the seating arrangements or the mentioned quirks of Model X give him some pause - I find the Model X working very well in everyday use. If he likes your Model S, and can handle Model X's quirks, he would probably like the Model X too.
Also, the Q7 will be more luxuriously appointed. Model X quality varies a lot and its interior features are rather lackluster in this day and age. Model X is a bit more Toyota, and a lot less Audi. The Q7 will have rear-seat entertainment and 360 camera parking views and HUD and massaging ventilated seats and many things the Model X of today does not have. (Though a Model X interior refresh is rumoured if your friend can wait a while.)
The caveats out of the way, onto the "sales pitch" material.
I think there are three, compared to the Q7:
1) If off-the-line performance is your friend's thing, the Q7 will always feel like a sluggish piece of concrete compared to the Model X. (Then again, if your friend wants to take the car to the track or fly it to German autobahn, that performance will eat quickly into the battery.) But I think this is probably the number one "sales pitch" thing that I've seen convert guys in Porsches to Teslas in the blink of an eye. A large-battery BEV can be amazingly quick from 0, even with Tesla's counter gate shenanigans and what have you. A performance ICE sedan or sportscar can compete somewhat, but an ICE SUV simply can not at the moment at least. Really, it is almost go kart like the way the Model X P100D goes. It does go and is surprisingly agile. The two-motor all wheel drive also handles some tricky spots better than Audi's quattro that has certain axle-related blindspots that a two-motor system is not susceptible to...
2) The second thing is the updateable software system and the big touchscreen. Frankly, sometimes Tesla owners make too big a deal of it because as cars age the updates really are not that big or magnificent, as older versions slowly and surely fall behind and the wayside - or changes make things worse. But it really is a difference compared to an Audi, where hard buttons still rule the day and software updates are far apart and few (the MMI does get some updates, though). Of course this includes the Autopilot, though it must be mentioned that Q7 probably will get Audi's Level 3 system in a year or two, if your friend is not buying today but later. We shall see if Tesla gets to real Level 3 (car takes responsibility) within that timeframe. If your friend is a software geek who likes to update his computers and mobile devices, he might enjoy the Tesla experience. If not, he might hate it.
3) Third, I guess would be the doors and the second row monopost seats (now partly discontinued). Model X certainly is a memorable car - and as Elon Musk said, probably should not have been built. Tesla is already moving away from the monopost second row (still available in the six-seater), replacing them with folding manual seats (functional, but very boring compared to Q7 seats), and I guess it is only a matter of time until the falcon wings in future models are on the chopping block... But for now, or perhaps exactly because of it... if your friend likes a show, this car certainly will give them a memorable one. The doors are terribly inpractical for pretty much everything except sitting in a baby, but some have bought Model X for those doors alone. I know I did. I hate them every day, but it also feels like a once in a lifetime car. The DeLorean, the Coutach of today - just this time it's an SUV. The one kids want on their wall on a poster.
Frankly, the Model X is indeed a bit Lambo. It's crazy and impractical and hard to life with, but it has lasers and stuff and is somehow magnificent. It is a big daft orange dog.
Who doesn't want a big daft orange dog?
