I'm surprised that after all the years you have participated in the many revealing conversations here that you still focus on things like "brand loyalty" and moats. Even Elon has let it be known that he thinks moats are "lame".
Tesla is not worried about the competition because the competition is naturally slower to innovate than Tesla and they cannot change fast enough to negate this fact. Tesla does not plan to sell every car they can make by creating "brand loyalty" and leveraging moats, they plan to do it by offering superior value. The Supercharger network is not a moat, it's a value proposition.
By building better cars, more cheaply, Tesla plans to sell everyone they can make. Brand loyalty has nothing to do with it. That's what you try to culture when you can't offer more value than the competition. If a car buyer want to pay more for less, they are welcome to buy the competition, Tesla is not going to try to sweet talk them back. Because Elon knows car buyers are not inherently stupid - they want to be getting good value for their hard-earned dollars.
That's Tesla's 10 year strategy in a nutshell. No one else can compete with it, they can only fill niche markets. Tesla is going after the bulk of the automotive consumer. Every other car maker will be collecting the scraps around the edges. Like Elon said, the actual product is the factory (the method of production). Anyone can build a nice car, the question is, how much will it cost. And did they hit a good price point by cutting corners or by making the car more efficiently?
