Within 2 years, Tesla is going to have some real competition in the EV space. Until then, they have the brand recognition, technology, and "It Factor" that keeps driving an insane amount of demand. Tesla can keep jacking up prices at will until the competition catches up or the prices get too high. I will drive my M3 and MY for a few years and will reassess the EV market then. I'm looking forward to new models, brands, etc. I could care less about the brand name. Price, features, range, and quality drive my EV purchases, not brand loyalty.