I thought Tesla wasn't targeting that. I thought they were targeting being a luxury car maker like BMW, Audi, or Mercedes. Wouldn't Elon rather be at the forefront of technology, developing the hard technology needed to make the EV revolution happen, and then allowing the other OEMs (like Toyota, GM, etc.) to sell the cheap EVs?
Personally, I believe they're going to have a market cap somewhere between Porsche and BWM by the early 2020s. And by 2030, be bigger than BWM. After that I feel like they'll just maintain. I'm guessing that Elon will be out by the early to mid 2020s to focus on SpaceX.
Am I completely off here?
No, I think you have basically the right model. Elon never has said it directly, but for whatever reason I've always imagined that it's BMW he is modeling. They sell in enough volume to matter, and unlike Mercedes, Lexus, Audi, etc. they are not part of a larger car group, but remain independent. They sell, what, about a million cars a year, have a market cap in $50B range, and yet they retain a premium brand image. So, for me at least, it's not difficult to picture Tesla becoming a BMW.
What I find intriguing is that we see some anecdotal evidence that Tesla has the ability to broaden the premium/luxury market. I am not the first to point this out, but it seems there is a segment of the population that is spending more to buy a Tesla than they previously considered appropriate for past automobile purchases. Don't want to overplay the Apple analogy but it is not unlike people willing to pay more for a mac/iphone than a PC/whatever. I attribute this, BTW, to a sense that it is money well-spent for the quality bump, and the fact that they use it enough that they want that part of their day to be a high quality experience. I think a similar phenomenon may apply with a Tesla purchase. Someone is saying, "I don't consider myself wealthy, but for this particular segment of my life, I can afford and want to have a premium experience. I want to own a little piece of the future." Hence, I think there is the prospect of that cachet allowing them to function in the BMW market segment, but be a bigger company.