They’ve never been a normal car company. And that’s the problem.

They don’t do a good job at the car company part. They make nice cars, but the company part has issues. Quick example… I was very happy to drive a model 3 for many years. But the constant changes in price of their new cars destroyed any resale value mine had. Every time Tesla was having a bad quarter, the value of my car dropped. That’s not the way to get me to buy another one.

There are certainly other areas where they could improve too. But my point being - they’ve never been all that good at (or interested in) what it takes to drive long term success in selling cars. It’s just too long of a time horizon for them.