As we've seen in the news the luxury car makers are rolling out their electric cars in the Frankfurt auto show that will compete with the Tesla Model S. Problem is that they are going after the Model S and the Model X and most of these cars are just concept cars. The true killer is not the Model S but the Model 3 and none of them have anything to compete with it. The Model 3 will start at $35k and probably go up to $50k very well equipped. That compares to the 3 series BMW that starts at $35k as well. But after you figure in any government EV incentives, savings on gas and maintenance saving the Model 3 priced well bellow the BMW 3 series, Audi A4 or Cadillac ATS. Furthermore, Tesla has build a brand that is on par with all the elite car makers. Add to that the fact that Tesla will have the supercharger network built out by the time the Model 3 is released. Lets take a look at US/Canadian sales numbers for 2014 from goodcarbadcar.net BMW series 3 and 4 142232 Audi A4 38679 Cadilac ATS 29860 Tesla plans to build 500,000 cars a year by 2020. Figure about 100,000 are Model S and Model X and about 1/2 are sold in the U.S. and Canada. That's about 200,000 Model 3's sold in the U.S. and Canada. That's a giant blow to the luxury car makers as we know them. So as they roll out these late entries into the electric high end luxury cars they aren't hurting Tesla instead they are instead reaffirming that electric cars are amazing. They would be better off rolling out Model 3 killers or just acting like electric cars are toys for rich people.