I think the Camry / Accord buyer will be a harder market vs. A4/ 3-series/ C-class buyers. The second group is already shown willingness to pay more for brand/ luxury/ driving dynamics. I think the model 3 price points of $35k entry to $44k LR to $49k LR+PUP are going to be a stretch for the Camry / Accord buyer unless they really want an EV.
I thought that way too with models but back in 2013 I saw pictures of proud model s in fro t of extremely modest homes with some mentioning trading in non luxury cars. Clearly people were reaching fairly high to get the cars
I'm one of those people. I drove a 1992 Buick until I replaced it with my Model S. A poll done a few years ago found over half of Model S owners never owned a car worth over $60K before.
The bottom half of the income ladder in the US can't afford a new car. The average age of cars on US roads is 12 years because cars have become more reliable and with stagnant incomes a lot of people have been priced out of the new car market. So new car buyers, even modest car buyers are more often in the top half of income earners.
Of the people buying a new Camry or a new Accord, a fair number have the income to buy something more expensive, they just don't see the point. There are also people who can comfortably afford a car in that range, but if they really saw value in something more expensive, they could stretch their budget for it.
Especially if there were saving down the line. For example, someone who has to be on the road a lot. Their fuel budget now could be $1000 a month. They could trade off a $300 electricity budget for a Model 3 and afford $700 more in monthly payments. I had a neighbor in that bind. He had an hour's commute each direction and the fuel budget for his Camry was killing him. He was a fan of Tesla and was waiting to make sure the Model 3 wasn't a turkey before jumping on the bandwagon. The family moved a few months ago, so I haven't talked to him in a while.
There are some cars people stretch their budgets for, but these tend to be prestige cars. I was reading that most Camaros get repossessed because a large number of buyers are young kids with their first job who get in over their heads. But that isn't the case with the family sedan market. The majority of people buying those cars are buying a car well within their means and most have experience managing their money. There will be some people buying those cars who really couldn't afford more, but for a fair number, it's a minor extra expense, or a modest budget stretch and when those people start to see the Model 3 is a superior car to an ICE, they will make the shift and the premium will be within their means.
At that point, the largest volume brands will be in trouble. The US Big 3 will be hit less hard because they rely on light trucks so much and if Tesla does have a pickup at that point it will not be out there in large enough volumes to impact them. But for companies who's bread and butter is mainstream passenger cars like Toyota, it will be crunch time.
Now going after healthcare market. I doubt that they are only thinking of their employees but will sell services to other companies as well. Don' kid yourself healthcare is another commodity just like others and any company that thinks otherwise is wrong. I remember when physicians in the lounge would debate effect of HMOs with many thinking there relationships with patients would protect their practices. Then a study came out which demonstrated an average saving of 5 dollars visit was enough to get people to change their doctors
Health care is a commodity in the US, but it isn't in most of the rest of the world. Wisely most developed countries have realized health care is more like a public utility than a commodity business and they regulate the industry accordingly. The US is slowly wakening to that realization. There is a tremendous amount of money behind keeping the commodity mindset, but it's eroding the public consciousness almost daily.