I don’t think there’s any one market, there’s luxury, mid-range, budget etc and that’s just for passenger cars. London buses are non-Tesla EVs, for example (they’re made by BYD).
Nobody’s really cracked the midrange or budget stuff yet but it’s right on the cusp. Tesla can’t do it with their current/traditional tech and so have tried some lower cost options but it looks like they’re running into exactly the same problems as everyone else. That’s why they’ve focused on the gigafactories (which use in-licensed Panasonic tech btw, not Tesla R&D) and process improvements to try to bring costs down through all those other supply chain means.
They’ve got a good hold of the luxury end of the market, but I think that’s been achieved by running them as loss leaders (certainly that was the case in the past, dunno about now) and establishing early presence, strong brand identity etc… but it’s not through superior battery tech as such.
