They did lower prices several times, but even though Tesla may not see itself as a luxury brand, they’re definitely in the higher priced range. And there they are competing with more and more compelling offers from other companies, including traditional car manufacturers.

Tesla at this point has no edge. It’s not cheap, not well built, range is just okay, the only thing it has is brand recognition. But that can backfire, obviously.

Here in Germany, Tesla’s image used to be excellent, then they built a gigafactory near Berlin and had to be dragged by courts and striking workers to comply with the law, and they still thought it would be a good idea to put a water thirsty factory in the middle of a stretch of land that is literally turning into a desert right now. And Musk just stood there and laughed his simulation of human laughter into the faces of journalists and the chancellor when confronted during the opening.