That doesn't seem like just marketing for the Audi. It seems like the car is seriously intended for individuals who may be attacked, politicians, very rich/powerful people in unsafe areas. It's not for your grandparents to drive to church on Sundays. It looks like most people buying it are politicians and diplomats. The security features are also an upgrade that costs like $600k.
It has a built in "patented emergency exit system, a fire extinguishing system and an emergency fresh air system" [0] and the windows on the standard model can't even be opened/closed. And get this, that emergency exit system will blow the freaking doors off the car so you can exit.
"If the doors can no longer be opened normally, an Audi-patented pyrotechnic system simply blows apart the joins between the doors and the vehicle body and you walk out without even grabbing the door latch." [1]
This Tesla is being pushed as helping people deal with air pollution, but "it can withstand a bioweapon attack! For real!". That Audi is literally for people who might drive over an IED, or get pulled over by a jeep full of people with machine guns.
[0] https://www.audi-mediacenter.com/en/press-releases/audi-a8-l...
[1] http://www.autoblog.com/2007/03/05/a-685k-audi-a8-that-will-...