TBH, Tesla is in a tough position with their EVs in NA. They can't really build a cheap enough crossover/suv to compete directly with ICE RAV4, and virtually anything they do at >$50k would negatively impact their existing product sales. The base Model 3/Y are too expensive compared to ICE and have met tepid reviews because of their slightly odd mix of price and features.
So they've chosen instead to focus on autonomy and car hiring. I can't blame them for that. There's a huge potential for recurring revenue in that space and they've been positioning themselves to be in an excellent position to capture a lot of it over the next five years.