Tesla did well initially because they dared to sell a normal car that happened to use electricity. Other automakers finally gave in and did the same. Why would I buy a car from Tesla, who has known QA issues and commands a weird premium price and hasn't "updated" their vehicles in a decade (though I don't personally get that complaint) when I could buy a Hyundai? Or a VW?
* 48% And still falling.
https://caredge.com/guides/electric-vehicle-market-share-and...
the competition for EVs is becoming every automaker you have ever heard of (1), as well as some you haven't. Any one of them maintaining high market share is ever harder.
1) With the exception of Toyota.
And yes, obviously their marketshare is falling. That is what happens when you create a new market and your competitors play catch up.
Apple's marketshare in the "entirely a screen" smartphone market has been falling ever since they introduced the iPhone. Are they doing poorly? Are people confidently saying things like "Apple just couldn't win the competition"?
Right now seems most of his customers may be from people concerned about the environment and/or Climate Change. As time goes on, that will probably change.
There is a reason heads and owners of Companies try and stay out of politics.