From one of his talks, they have planned their roadmap in three phases: - Very high cost, very low volume car to start off with. - Moderate cost, moderate vol

From one of his talks, they have planned their roadmap in three phases: - Very high cost, very low volume car to start off with. - Moderate cost, moderate volume car (Tesla S). - Low cost, high volume. As we can see, they have achieved the first two targets (with surprising success). If you consider the 'rich people' argument, SpaceX customers are still going to be fewer than Tesla's for the near future at least. (Although, that is not to say the businesses borne from using SpaceX like bringing better satellite based services etc won't affect a LOT of people.)