That's the difference between selling to inexperienced hipsters vs. selling to established CEOs and their lawyers.

Also, BMW is quite openly mocking Tesla's build quality by now, which in my impression worked well for their marketing in the EU.

Oliver Zipse, BMW: "Tesla isn’t quite part of the premium segment. They are growing very strongly via price reductions. We would not do that since you have got to last the distance. Where we differ is our standard on quality and reliability. We have different aspirations on customer satisfaction."

https://insideevs.com/news/547029/bmw-ceo-tesla-not-premium/