They are not doing anything better than anyone else other than marketing, which is tied directly Musk. Every bowel movement of his gets headlines so he brings the attention, without him it is a dated looking car with poor build quality.

Instead of addressing the current sleight of products and updating them, Musk is constantly overpromising and pivoting which is causing this unfocused nonsense of products - Truck, taxi, van, robot…

But if they get rid of him, the company tanks because their bread and butter products are only ok.