If Tesla intends to market the Model 3 at the "BMW audience" - whatever differentiates them from, say, the "Audi audience" - they are horribly miscalculating at what German people expect from a car. It is not limited to EV range.
Also, Volkswagen is ramping up production on their Modular Electric Drive Matrix (MEB) [1] and within 2-3 years cars with this technology will hit the market.
I wonder if Tesla can keep up when Volkswagen, Toyota or other car heavy weights begin serious EV production once they belief the market is ready. Diesel sales are better then ever in the last years, so they simply could afford to wait and continue to make money until infrastructure ramps up and technology improves. Tesla cannot do that.
[1] https://www.volkswagen-newsroom.com/en/modular-electric-driv...