For the greater majority of people, cost has always been the main factor.

You can be a luxury brand, but that doesn't scale.

Scales well enough for being a manufacturer with robust sales (let's ignore the daft share price a moment), and Tesla were ideally placed to capitalise on being the brand name in EVs until Elon decided to torch the brand equity, particularly with the demographics most likely to buy brand new EVs...

So have not heard of Volkswagen?