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The thing is, these PR puff pieces aka submarine articles: http://www.paulgraham.com/submarine.html are all everywhere for Tesla, like they are for Apple. I've seen entire sites dissect the Apple Watch or Apple mobile cameras, or Teslas. Their competitors are very comparable yet you have to hand it to Tesla, their behind the scenes PR game is through the roof.
Might very well turn out that premium OEMs big failure wasn't being late to the EV game, but failing to switch their behind the scenes marketing game from traditional print journalism, and the online versions of it, to online only, blog-like car journalism. Still digitalisation so, sure. And still linked to EVs, traditional car journalism still caters to a crowd of ICE fanatics, but overall much more a thing of marke…
Yea, I can't help to notice that my 13 year old, who on the whole knows and cares nothing about cars, thinks that Teslas are the coolest cars ever, has already decided that their first car will be a Tesla and wants our next car to be a Tesla. Brands like Merceds, BMW, Porsche etc. mean very little to them.