Yeah. Rivian were smart, they entered the markets Tesla were not in. Van and Trucks. Their window on the truck market is rapidly closing with Cybertruck out in the next year, but maybe that was enough time for them to get started. Van they can saturate Amazon's needs and no Tesla there for another few years it seems. Btw does Amazon still not want to support Tesla even without Jeff Who?
Tesla doesn't make a delivery van, so it is academic what Amazon would do. I have little doubt that if Tesla decided to enter the market, UPS, USPS, Fedex and everyone else would be tripping over themselves to give them orders. Other than lack of ability to grow faster, I don't know why Tesla wouldn't enter the van delivery market. If I was doing a startup, that's what I would be targeting, general commercial vehicles. Field reports are showing that even at just 150 miles range, the Rivian EDVs have more than enough range for the routes. Those batteries could probably be even smaller.
Elon has a habit of being lucky with his early strategies.
I do not believe it is luck. Starlink is an example of very advanced strategic thinking that very few people would have conceived.
First, grant me that the only executive at SpaceX that really cares about creating a Martian civilization is Elon. The rest care about keeping SpaceX running as an on-going business and they are doing a great job at that. OK, so Elon, and only Elon, pushes for the creation of the Interplanetary Transporter (initial name), or later, the BFR, for the sole purpose of building a civilization on Mars. The problem he faces as a strategist is how to pay for it. SpaceX profits on a $3B to $4B per year revenue company (which is what SpaceX is minus Starlink) might fund a small annual outlay program that would take 20 years to develop a first version of the required huge rocket/spaceship.
I think it was during Elon's second talk to the interplanetary society when he introduced the BFR concept for the first time (updated from the previous Interplanetary Transporter). In that talk he said one line which was very, very important: "I think I've figured out how to pay for its development". About a year later, we hear about SpaceX's Starlink idea. At the time, people (me included) were wondering why the heck would SpaceX get into a side business that competed against 60% of their customers (satellite telecom companies).
Well, the answer is in two parts. First, Starlink is a HUGE concept. 40,000 or so satellites requires a LOT of lift capacity. So Elon has basically increased SpaceX revenue from $3.5B a year to something a lot bigger through this "side business", which, when fully operational, will dwarf OG SpaceX's revenue to the tune of $30B or so of annual revenue for just Starlink. You can't manufacture money out of thin air, but if you propose a 10X revenue profitable company, you'll be able to raise investment capital to fund it. Which is what SpaceX has easily done. Since Starlink came out, SpaceX has rapidly increased its valuation through successive over subscribed funding rounds.
Second, Starlink will be a massive user of Starship/Super Heavy, so it justifies investment in that big rocket/ship that, oh gee, just happens to be the perfect vehicle/system to also create a Martian civilization. The fact that SpaceX also got NASA money to develop Starship for HLS is just icing on the cake.
So, yeah, really good HBR case studies could be written about many of Elon's strategies. The fact that people don't recognize that he even has strategies is a reflection of most people's general lack of ability to think strategically.