There hasn’t really been a Tesla competitor that could sell EVs at the same volume. Model 3 outsells all of its competitors combined (whether you define its competitors as entry-level luxury sedans or EVs), all at MSRP, with a lease penetration rate of less than 10%. Tesla’s strengths are in range, efficiency, performance, user experience, easter eggs and gimmicks, Supercharging network, and price. Their weaknesses are in build quality, interior and exterior design (in my opinion), customization, amenities, and customer service.
For people who know nothing about EVs, the combination of Superchargers and the onboard navigation means you can just about go anywhere without route planning, figuring out different charging networks and payment methods, duration of charging, etc. It’s an integrated experience.
IMO, the real Tesla competition doesn’t come from established manufacturers but Chinese companies, since China is looking to be Tesla’s biggest market. Those companies copy and iterate from the Tesla model and can actually build something price competitive. I’m thinking XPENG, NIO, Li Xiang, and BYD.
XPENG P7 (obviously Model S inspired)
Li Xiang ONE (obviously XC90 inspired)
BYD Han (gaudy mishmash of many cars)