BMW and Audi won't "force" people to do anything. At least in the U.S., a customer can back out of an order any time prior to delivery (and sometimes even after). A customer can choose to take delivery of the car they ordered at the price ordered or not.BMW and Audi would force people to take the old one for the old price that already depreciated a lot instead. I'd rather get a discount on the new one or have the option to cancel than being forced to pay full price for something that was old even before I got it.
The issue here is that Tesla is not giving customers that option. Yes, a customer can back out of an order. Yes, a customer can choose the newer, more expensive model.... BUT NO they are not able to take delivery of the car ordered at the price ordered. This is not about which may or may not be the better choice, it's that one of the options (delivering a car at the ordered price) is not being honored.
This is also generating some "bait and switch" talk because the option Tesla isn't honoring is the lower price option that was being promoted at the time orders were made.