Tesla is trying to run and end around on the entire auto industry while trying to turn a profit as a car manufacturer startup. I can't imagine many more difficult markets to break into. Can you blame them if they're trying something different? By aiming for the luxury market, they're going for lower-volume, higher-margin products, building a coveted brand, and are able to offer longer ranges than Nissan. Sounds like a good strategy to me.

They don't have time to "sit it out", or money to lobby, they need to become established in brand and sales as quickly as possible. If they wait till electric cars are mainstream, it'll be too late to break the stranglehold that large car companies have on the market.