Hyundai taunts Tesla CEO Elon Musk in ad for electric SUV

Nathan Bomey | USA TODAY

The race to catch up to Tesla is getting a bit feisty if a new ad by Hyundai is any indication.

Hyundai hoisted a huge sign outside the Geneva Motor Show promoting its new subcompact electric sport-utility vehicle and taking direct aim at Tesla CEO Elon Musk.

"Your turn, Elon," the ad declares.

It's an unusually provocative marketing move in an industry that remains intensely competitive but rarely calls out other executives by name.

But the ad mirrors the outspoken nature of Musk, who has repeatedly jabbed traditional auto companies for their old-fashioned ways. Just recently, for example, Musk dismissed Japanese automaker Toyota's legendary manufacturing prowess as outmoded.

The Hyundai ad seeks to highlight the recently unveiled Kona as the "first electric compact SUV," which is ostensibly true, depending on how competitor vehicles are classified.

One Billboard Outside Geneva.



Huge trolling of Tesla & @elonmusk by Hyundai: pic.twitter.com/0I5mxeNuz9 — Peter Campbell (@Petercampbell1) March 7, 2018

Musk to get no salary unless Tesla hits milestones Silicon Valley billionaire Elon Musk will get no salary or cash bonuses from Tesla and all his compensation will be tied to stock and operational milestones. Aleksandra Michalska reports. Video provided by Reuters

Musk has pledged to deliver a mass-market electric SUV called the Model Y after the company finishes rolling out the new Model 3 sedan.

"Hyundai’s ad is intended to highlight the fact that some companies — including Hyundai — are bringing real solutions to the market, while others are just talking about them," Hyundai said in a statement to USA TODAY. "Hyundai respects the efforts of anyone moving forward the electrification of cars — not just with concepts and promises, but with action and products available now."

The automaker also took veiled shots at Tesla's high-priced vehicles. The company's Model S sedan and Model X crossover can cost more than $100,000.

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The Model 3 is targeted at a mass-market audience with a starting price of $35,000, but many versions cost more than $50,000. Tesla is currently ramping up production of the vehicle, but new orders won't be fulfilled until at least 2019.

The ad is "not intended to criticize the efforts of Elon Musk, but Hyundai sees a difference between the diversity and accessibility of Hyundai’s electrified cars compared to some other brands," Hyundai said.

Reached for comment, Tesla did not offer a response.

Follow USA TODAY reporter Nathan Bomey on Twitter @NathanBomey.