I don't really see it being a great big hit with the target audience, mostly due to the the pricing which is key here, that and making sure the target market knows about them.

They'll need a plan because in a few years they'll have major competition. Audi, Mercedes and Porsche have all announced plans to produce similar cars, with similar distances to the Tesla of around 200 miles, rather than say a Leaf with about a 50-70 Mile distance. Why would I decide to spend $100k on a Tesla when I could buy a known Luxury brand with years of practice mass producing vehicles like Mercedes for a similar price point? The truth is I won't, I'm more likely to go with a 100 year company than a 10 year one. I'm basing this as an average consumer, who has no tech background or affinity to certain brands. I'm thinking like somebody who would car shop, I know Mercedes, I've heard of Tesla. I think if I were Tesla, I'd be worried about this, on top of that the traditional cars have an advantage of dealerships as well, something Tesla doesn't have. They have to get the rumored budget model out at a decent price point, not a super luxury one to become more relevant to the average car buyer.

According to the article on ArsTechnica, Audi plans to have an SUV to compete with the Model X in 2017 while Mercedes is planning a Sedan for 2021. So Tesla has time to strike, and it better use it.