I never cared that much about self driving capabilities - I like to drive myself - and I certainly don't want to shell out $35,000 for a car with what looks like a food processor or a police emergency light mounted on the rooftop.
IMHO, one of the best features of Tesla has been that they actually made EVs look like traditional cars. It might seem trivial, but many of the budding competitors still fail to do just that:
http://www.autoblog.com/2016/08/17/vw-300-mile-ev-paris-auto...
https://www.mercedes-benz.com/en/mercedes-benz/design/commer...