I think the aesthetics are quite important. One thing that set Tesla apart was that they didn’t build weirdmobiles. They started out when manufacturers made “alternative” vehicles look weird to set them apart. The Prius is the classic example. The Leaf was another obvious one. This weirdness has an important impact on the market, because it meant that you called attention to yourself when you were driving one. When you drove a Prius, you weren’t just getting great gas mileage, you were figuratively shouting to everyone around you “look at me, I drive a Prius!”

Then Tesla makes an electric car that’s just a car. Surely, they put their own design touches on it, but it mostly looked like an ordinary sedan. Then they made something that mostly looked like an ordinary SUV. And then more ordinary-looking models. They looked distinctive but they didn’t look weird and didn’t make a statement the way a Prius did.

And then they make the weirdest weirdmobile that there ever was. And released it right before making a loud statement of “I’m driving an Elon Musk car!” became really unattractive to a lot of people.