A little off topic, but the brilliance of Tesla and the model 3 really has nothing to do with pure range/efficiency. It has all to do with the fact that people lust after the vehicle that also is very efficient. Tesla fails without that lust factor. Tesla is also smartly targeting the Top down, so they are attacking the competition where it hurts them and helps Tesla's overall mission the most, at the high end in terms of margins. This is mission critical because Tesla must fund the mission while also driving awareness while not wasting money on advertising. The ad spend delta between Tesla and the Big3 in the US, and Germany and Japan is astronomical. A big part of that is the S3X appeal of the vehicles, which drivers conversations among the non-fanbois who will help propel Tesla's mission in the future. As we debate .16 vs .21 cd, the masses are debating red or blue and which interior. Again, Tesla fails at its mission without the aesthetic appeal of the products. This is mostly because even though they might save you money and the environment over the long haul, they are more expensive in the very beginning so the products must be very appealing and lusty. And they generally are in comparison in the segments they compete. Meaning, they are not sexier then a Ferrari, but are in many ways then a 7 series or S class, or in the case of the TM3, the 3 series, A4 and C class.