Nailed it, they are tech company first and automotive second.I'm with you. I have always said that Tesla's biggest challenge is the same as every tech company -- crossing the chasm.
They have exhausted the supply of early adopters and now have to make cars that compete based on more than cache and curiosity. The big challenge in that is to get early adopters to make a second purchase and for mass market buyers to make their first purchase, you must be competitive with features, benefits and cost of ownership. Tesla had the right marketing plan when they announced the $35000 model 3, their problem is horrible execution. They stumbled ramping up, they failed to hit cost targets -- the Model 3 business plan is more than 2 years behind. Tesla now has to make some risky moves in order to preserve themselves -- they are not flailing yet, but it seems close. Missing targets rattles shareholders and customers, something Tesla doesn't need right now.
If I were Elon I'd do a couple of things:
1) Open the dealer network. Simply stocking the network would drive full production for a year.
2) Make a pickup truck, make it fast. Trucks are simpler designs when it comes to suspension and bodywork, they are also have the highest margins, and the mass of a truck motor and tranny and fuel cell is almost identical to a battery with equivalent range.