I think premium brands aren’t about the materials as much as they are about signaling brand values. A Porsche draws on foreign luxury ideas for playing a rich m

I think premium brands aren’t about the materials as much as they are about signaling brand values. A Porsche draws on foreign luxury ideas for playing a rich man, but a Tesla is for role-playing iron man with fancy new tech. The taycan is not appealing to people who want a car of the future in the way the model s is. This value is intrinsic to the Tesla brand and the utility those customers get (over the costs of maintaining that brand halo) can be captured as margin for a long time to come.