The interesting wild card is the super charge network.
Elon mentioned Tesla has plan to have the USA covered by the end of 2014. I have a hard time believing this wont create tremendous brand awareness. Most people have no idea Tesla exists or still view it as a company that only produces a 120k Roadster.
Motor Trend will change this for those in the know. However, I suspect word of mouth advertising combined with curious people posting pics, combined with the steam of reviews and a probable second motor trend car of the year award for the Model X will cause a massive shift in public perception. I think 200 per day in USA by the end of 2013 is very achievable based on the normal distribution of reservations across the USA. Currently Europe is primarily just clusters, with a few outliers. Part of this is financial incentives that make the Model S a terrific valid for a car in its league, the other part is an absence of any real brand awareness aside from those in the know. Deliveries in Europe are about 6 months behind the USA from what I heard in the stores I visited. This was a while ago, so it may no longer be true. The majority of stores I saw had no promotional material, and did not have a beta model or power train.
My suspicion is that once people begin to realize they can own a 50-70k car that has performance well beyond its price category, reservations will begin to flood in, especially once insurance companies and banks get with the picture. I read somewhere on here that insurance rates for the Model S are much higher then they should be due to the car being brand new. Is this true?
I doubt widespread EV adoption will happen soon, due to technology lag, among other problems ( i.e Public percrptikn/ comfort with EVs, Range Anxiety, Oil interests?)
However, I see no reason Tesla won't have a huge lead in market share in the immediate future. They are easily 3-4 years ahead of the competition and have many advantages. While 500k cars may sound like a large number it really isn't. Globally it would be less then half of 1% of the global New car market.
Arguably, the total cost of ownership is amazingly low. Annual savings of 3-5k (8-10 years), combined with virtually no needed repairs, means you are getting a 50-100k car for half of what a comparable car price wise would be. Once people are comfortable with EVs, I have serious doubts they won't come to their senses
On an aside, BMW sold 332,501 5 Series in 2012. Just an observation
I don't know if EVs will account for more then 5% of cars sold globally by 2020. In the case of Tesla, I'm not sure if it matters.
If I wanted to make a funny observation. If Elon plans to retire to Mars in 12 years, I suspect he intends for all of his companies to be "Mature" or to be "Approaching Maturity" before then. 500k cars would be terrific, however, I suspect he his personal goal is higher
Only problem I can see happening is if the NADA lawsuits are found to have Merit :/ Any supply shortages would only be short term problems.