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@jhm - who raised the same point.
Long term this is essentially correct.
Short term it does not matter who Tesla is targeting. Tesla cannot control and does not seek to control who from the broad market places a reservation.
Model S pulled in a *lot* of upgraders. 15% of the early Model S (as at approximately May 2013) was a Prius conquest and 25% were Toyota conquests generally. The first guy sitting in line in Australia for 48 hours outside a Tesla store stated he currently owns a low-value Toyota (Camry or something similar).
I think it is inevitably the case that the largest percentage of early conquests of the Model 3 will be compliance EVs and Hybrids. These have been bought and often leased by a self identified demographic that is willing to pay a premium (often a significant premium) for fuel economy and / or a car that epitomizes a conscientious objection to emissions. There is absolutely no point trying to sell a Bolt or Mercedes B Class Electric or a BMW i3 against the Model 3 - all $30-$40K vehicles that are totally hobbled for style, driver interface innovation, luxury and performance, range (arguably excepting the Bolt), and of course lack of meaningful highway charging.
Model 3 will represent a must-have alternative to this demographic representing in many instances an instant doubling of value for money when set against the value drivers known to appeal to this group - and limited only by absolute affordability which I suspect will roll back a 100% conquest by not quite 50%, maybe not even 25% and trimmed not much further than that by concerns over home charging convenience for apartment dwellers, unfamiliarity with the Tesla brand and the concept of reservations and waiting - and yet waiting while saving for a deeply exciting personal vehicle upgrade is going to be an effective counterbalance. Basically I think the Model 3 will stick a fork in the Prius market on an unimaginable scale before so called "Targeted" Mercedes, BMW and Audi conquests get a look in - and those will be significant too.