The Model S is the best performing electric car on the market. It is a luxury vehicle with nearly every modern accommodation for comfort, the ability to accelerate to 60 mph in as little as 2.5 seconds and well over 200 miles to a single charge.
I can't even conceive of how someone could say Apple is the company to make a no compromises car to beat Tesla with a straight face. I can't even see a compromise.
No, I'm obviously not in the target demographic for an expensive BMW but I don't think everyone who can afford to buy an expensive car is simply looking for luxury. If the trade-off is between driving around in hihgh luxury in a smelly, polluting car or driving around in modest ‘luxury’ in a car that is a much more elegant technical solution to private transport than I know which side of the fence I fall.
Yes, an electric car should look good, have good performance and be elegant. But I don't think it needs to reach the high end of luxury, even in the present price bracket in which the model S sits.
Or alternatively
It's a sports car, but in the form factor of a huge sedan.
Those are definitely big compromises, not that there's anything wrong with compromises.