The whole value chain for EV is ready. Almost all car manufacturers have access to full EV technology.
The benefits of EV will be more than simply "climate change" - and the growth of EV sales may not have much to do with real climate benefits. Mining for rare-earth will need to first cut down forests before the mining (usually polluting) can start.
The many renewable alternatives: wind, solar, biomass, biogas... are not without their critics on climate impact. In long run usually EVs and renewable energy should be greener; but this is contestable currently.
Regardless of these, consumers respond well to the responsiveness of EV - full torque from 0rpm. (In contrast you will see max torque at say 2000 rpm in i.c.e. vehicle). Tesla S claims 0-60 miles in 2 seconds. Also, in cities like Beijing and New Delhi, zero emission and pollutants from transportation is great for air quality and noise improvements. Shifting tailpipe pollution to an industrial power plant has an advantage.
For branding, yes Tesla sounds like a green option. One can drive Tesla like a metaphorical moral-high-horse, with a risk of a snob label.
Apple and Tesla both have a cult following.
For Tesla to Apple comparison:
- You had to choose Mac or PC - many incompatibilities in soft/hardware were built in as strategy. Can Tesla do this trick, and if this trick makes sense? Tesla opened its Charging stations for other cars, but not very well received. Unlike Apple devices that are paid by customers, the charging stations are paid by Tesla. Tesla has a small % revenue stream from selling energy too. Currently it has some advantages in solar and battery tech. But does it aim to be an energy provider? To do this, they have to work out the charging standard a bit. Charging for different EV usually works now, with an adaptor - for convenience sake, it's better if it's standardized.
Does Tesla want to sell energy? Can it? Tesla has less than 20% in EV but monopoly status in regions - could leverage this to grow energy business.
Does Tesla want to sell tech suh as Autopilot? As a car marker, it would not make sense to sell one of its core-competitiveness.
Is Tesla a car company or is it a tech company? It's valued like a tech growth company.
Tech growth companies can scale up and serve larger customers at a very low cost; a car company could not. If Tesla were to sell tech it has to do it before others have comparables.
A tech growth company is expected to get 50-100% of market share. Can Tesla stay competitive fending off other EV companies? Byd, Lucid for a start.
https://carbuzz.com/news/the-byd-han-ev-...-nightmare
https://www.forbes.com/sites/brookecroth...22e9943bd8
Not to forget traditional car manufacturers like Toyota, Honda, VW are not going to die without a fight and still have more experience in running a car company - such as services center networks.