There is just this minor difference that apple and the newcomer Samsung were able to produce millions of iPhones and tesla will still be production constraint for decades to come.I don't want to underestimate the competition, but they sure look like the board of Motorola, Nokia and Ericsson laughing at the iPhone in the early 2000s and then, years late, gearing up to crush Cupertino in a battle they already lost. (And I am not even an Apple fan
BMW, MB and Audi will still find buyers. What will happen is that there won't be so many buyers for their high end cars. Those will go to tesla.
So. BMW, MB and audi will turn into economy-car makers, to the likes of Renault, Citroen, Peugeot, Opel, VW etc. Their margins will shrink. Some will be able to make profit in this lower margin market and survive, some will not.
The most hurt will go to companies that do not know how to build cheap cars. Their pricy ones just won't find that many buyers anymore (porsche ...).