It’s not a luxury brand. It is a high tech brand with a few luxury features. I bought a Tesla as a frugal move to save money in the long run, not to spend more, and so far it’s working.

The up front investment is higher but the long term costs are lower. If you think in purely purchase money terms you can trick yourself to think a Yugo or Skoda or Yaris or Leaf etc. is cheaper, but I factor in safety and fun, so my calculation differs.