My understanding of their plan is they're taking a tiered launch strategy. They start with the low-volume, high priced roadster. Then they bring out the sedan

My understanding of their plan is they're taking a tiered launch strategy. They start with the low-volume, high priced roadster. Then they bring out the sedan at higher volume, and about half the price. Finally, the release a mass-market car at an affordable price after that. It makes sense in the market. There is really no way to ramp up to immediately high volumes if you're new in the auto business. If you're selling in low volumes, the unit price will be very high. So if you're selling expensive cars, they might as well be sports cars that are worth the money, and raise your profile. (mostly paraphrased from what I've read Elon Musk saying.)