You can't start with the environmental benefits as the main selling point, it has to be a good car. Especially when Tesla started, the base cost of EV tech was extremely high, so the only market-competitive 'good' car you could build on top of it was a luxury car focused on optimising performance, comfort, brand, etc, with a very high price tag.
Obviously as the price of the base tech falls, a mass market car will emerge that's actually good, and sells, bringing the environmental benefits along with it not as a primary thing but a secondary one. That's the way it has to work (fortunately or unfortunately, depending on your perspective). Also seems that's exactly what Tesla is doing, I don't see any evidence to the contrary.