I always chuckled a bit when (tech) press would say 'Google has beaten auto manufacturers' after Google released some PR videoclip of them showing a car driving.
European car companies just don't see the need to enlighten the world about what they're up to, how they are progressing, but simply work until it's finished for production and then unveil it.
Still haven't seen that 'vastly superiour' super-car from Google and Apple everyone claimed were coming to take over.
Tesla does seem to succesfully run their company as a tech start-up: hyping new products that are 1 or 2 year from being in production, personification of the brand via the CEO god-status, continuous deliviry of software updates to cars, public beta testing etc..
I am rooting for Tesla, I hope they find the capability to increase production levels to something that comes near of the existing car giants.