Tesla has practically had the market for pavement-scorching long-range electric vehicles all to itself. But consumers will soon have a lot more choices to compare with the Model S sedan and its sport-utility sibling, the Model X. And those offerings will be coming from established luxury brands that will be able to take advantage of tax breaks, just as they start to run out for the segment’s dominant brand.

And if there’s a target on Tesla’s back, it might be Porsche that has Elon Musk’s company most firmly in its sights.

Porsche has already shown off an all-electric sedan, the Mission E, which is expected to compete with Tesla’s Model S. And at the Geneva International Motor Show on Tuesday, Porsche made a surprise reveal of a crossover concept variant, the Mission E Cross Turismo, which looks very much like a rival to the Model X.

But the German automaker isn’t going to compete with Tesla just on the street by turning out a line of electric cars that it insists will be unmistakably Porsche. It’s also ramping up its answer to Tesla’s Supercharger stations.