Audi dropped its new Q6 and SQ6 on us yesterday in alignment with Audi AG’s annual media conference. Its debut marks an interesting time in the auto industry as it transitions towards electric cars like the Q6. The industry also seems to be transitioning away from the traditional auto show debut and instead attempts new and sometimes unproven ways to get attention for their new creation. In this case, that’s a reveal at an otherwise typically business-focused annual meeting and augmented that with a famous spokesperson. For that, they tapped actor Chris Evans to help deliver the message.

The tie-in with Evans was a video dropped nine days ago where there wasn’t any car at all. Chris Evans chats on camera for a YouTube piece about the philosophy of acting, storytelling and the underlying message of progress that is a ubiquitous theme at Audi.

Then yesterday, following the reveal of the Q8, they followed it up with another where he takes a look at the car, further dropping a few photos of him with the car on social channels.We’ve added most of the press materials on the Q6 e-tron and SQ6 e-tron on our blog. Check it out for more information on the newest Audi model.