The tech is nice and all but there is only so much market penetration to be done in the luxury car segment. I would put the Model 3 in the luxury segment as we

The tech is nice and all but there is only so much market penetration to be done in the luxury car segment. I would put the Model 3 in the luxury segment as well since you can get a base BMW 3 series for almost the same money ($40k). People that can afford luxury cars and aren't "in tune" with tech are likely looking at other brands too like Lexus, Mercedes, BMW, etc. If you think about it further, some of those brands have a following because they are fun cars to drive. Drive being the keyword there, BMW comes to mind. If those people don't care about autonomous driving and really like the brand they have, what would get them to switch? In my opinion, they need to punch much lower than $35k for a lowest option. Ditch the auto-driving, sensors, etc. and come out with a base $25K four door sedan, nicely appointed but not luxury, that has the range of a model 3 (220 miles). I took a quick glance at Consumer Reports car reviews for giggles. I would just dismiss them straight from that since I don't want higher chances of maintenance costs long term. The issues they have are with the market, not the tech. And if there are talking points about forgetting the cost of gas and oil changes, etc. when comparing costs ... how many consumers keep detailed track of those expenses to know what the monthly cost is over 5 years of payments to understand if a Tesla is actually cheaper?