It seems to me it was the Roadster that kick-started Tesla by making electric sexy and desirable - high performance and expensive rather than something low performance bought for ideological/eco reasons. The Tesla model S which followed wasn't cheap either, and also emphasized high performance with the dual motor and plaid options. These seem more like wealth signalling than virtue signalling.

Yes - the originals were luxury cars built for wealthy people to virtue signal environmental consciousness. They were meant to fit in next to the other luxury cars in those driveways - where the Prius did not.