Good question, and I don't know that easy/hard is the correct dimension here. They do seem to be been caught off guard by some combination of how quickly the e

Good question, and I don't know that easy/hard is the correct dimension here. They do seem to be been caught off guard by some combination of how quickly the electric car market has taken off, and what is possible to build. There seems to have been a reliance on the argument that people need a range of X and because that isn't achievable the market will be small. I think that complacency and/or conservatism may be the real issues here. It's not entirely dissimilar to the slow response of the American car industry to the rise in quality of Japanese cars. But that also provides a model for how they might (albeit slowly) rise to the challenge