Since a concept version was unveiled at the 2015 Frankfurt Motor Show, all eyes have been on Audi's electric crossover to be the auto-industry establishment's first true rival to the Tesla Model X.
But another luxury brand could beat Audi to the punch.
A variety of sources have reported that Jaguar will launch an all-electric SUV, and now a new report claims that could happen sooner rather than later.
A "radical" Jaguar electric SUV will go on sale in 2017--well before the Audi's confirmed 2018 launch date--says Autocar.
Like the Audi, the Jaguar will reportedly have a range of around 300 miles on the European testing cycle.
It's also expected to cost around 60,000 pounds--or about $91,000 at current exchange rates.
Felipe Massa drives the Jaguar C-X75 concept
The SUV will reportedly borrow styling cues from the C-X75--a mid-engined hybrid supercar concept that recently appeared in the James Bond movie Spectre.
First shown in 2010, the C-X75 originally sported a plug-in hybrid powertrain that included a pair of gas-turbine engines.
Those were replaced by a 1.6-liter piston engine in an ultimately unsuccessful attempt to put the C-X75 into production.
The supercar-inspired styling will reportedly be built around the same aluminum-intensive platform used for the XE sedan and F-Pace crossover.
While Jaguar hasn't officially confirmed production plans, there have been several recent hints that it is working on an electric vehicle project.
2017 Jaguar F-Pace
That name appears to reference the current F-Type sports car, and its legendary 1960s E-Type predecessor--but it was also reported that the name could be used for an electric SUV.
There have also been reports that Jaguar's companion brand Land Rover is mulling an all-electric model for its Range Rover sub-brand.
Earlier this year, the two carmakers together demonstrated a battery-electric "research vehicle," along with mild-hybrid and plug-in hybrid prototypes.
An electric model would certainly help Jaguar meet stricter emissions standards--including the California rules that will soon require it to sell some type of plug-in vehicle.
And if it really can put an electric SUV on sale by 2017, Jaguar will at least be ahead of Audi and the other German luxury brands, which will likely launch Tesla-rivaling electric models soon as well.