Might very well turn out that premium OEMs big failure wasn't being late to the EV game, but failing to switch their behind the scenes marketing game from traditional print journalism, and the online versions of it, to online only, blog-like car journalism.

Still digitalisation so, sure. And still linked to EVs, traditional car journalism still caters to a crowd of ICE fanatics, but overall much more a thing of marketing than engineering. For Tesla, the risk still is Musk. But they seem to be doing a good job of distancing themselves enough from his recent antics to not be hurt by them, while staying close enough to benefit from his personal brand.