$35k is a price point where a lot of cars are sold as status symbols: it's the bottom end of the price range for new or certified pre-owned cars from the iconic luxury brands, and yet it's a price point that is attainable for most white collar professionals.

I think Tesla is poised to do quite well in that market. Their marketing is generally very good, and they are not above putting a couple flashy features in the car that no one else has (gull wing doors).

The Model 3 may not be able to compete with ICE cars on cost per mile when gas is <$2/gallon, or on maintenance costs, but the Model 3's price point is still one where looking cool is more important than the bottom line.