Prices here are incomparable to the US due to tax, but a model S starts at 90k if you accept it being only available in white (nobody does at that price). If you pick any other color, reasonable rims and a "luxury interior" as you would expect on cars in this price range it's 110k to 120k euro. That's more than a full option BMW 5 series or Audi A6 and comparable to a very high-end Audi A8 or BMW 7 series.

Not sure about Mercedes, but I guess they gave you an A or B class without much luxury options as a loaner. I've seen those as rental cars as well, not great compared to their higher end cars. That would be a 30-40k kind of car here, the model 3 starts at 64k if you pick anything but white and want long range (not performance), and that's excluding autopilot.

So in my opinion they're pricing themselves into a market their cars can't really compete in.