You don't even always need a big differentiator. We got rid of our Tesla sacrificing range to have normal vehicle controls. Some times tech just gets good enough that being the first mover can't beat the entrenched players inevitability and willingness to give customers what they ask for instead of insisting you will like something you never asked for, even after you try it and tell them you don't like the thing they insist you will like. Tesla has gone all in on things like touch screens and non-standard controls and it has literally lost them our business twice. I would have bought a Model S Plaid if it just had a normal steering wheel. No questions asked. And my partner would have kept her Model 3 if it didn't have such annoying vehicle controls for certain things. Little stuff really matters and Tesla sticks their head in the sand over it while Audi will happily make you a pretty normal SUV that happens to be zippy and electric.