Disruptive technologies serve customers that are unprofitable ornindesirable for incumbents to serve. Tesla is a direct competitor to luxury sedans, and is beat

Disruptive technologies serve customers that are unprofitable ornindesirable for incumbents to serve. Tesla is a direct competitor to luxury sedans, and is beating them at their own game. A disruptive electric car would be if a golf cart maker made a $7500 car with a top speed of 60mph and a range of 50 miles. No current car customer would want that, but people that couldn't afford a new reliable car, or teenagers whose parents only sort-of trusted them, etc would love to buy it.