This is the old guard problem. You need a new company to come along once in a while and push through a new industry or new industry focus with real effort.<p>Current car companies, to protect their current products, they didn't put the full force behind electric, that is why they saw less demand and their looks and cars weren't pretty. Audi could benefit if they would have had the same focus and get news that tips in their favor like Tesla, people rooting for them. It costs money to start new product lines, eventually they won't be as expensive when the technology is refined and then other car companies will be behind. It wouldn't be surprising to me if Tesla was later the tech that helps other car companies succeed. If Tesla does succeed the others will be caught on their heels.<p>This is why older companies can't innovate as much, protecting the main source/bottom line. The only company that has really attacked their own product lines with new innovative products is Apple with the iPad (which directly hit their other models, but also hit their competitors bottom line harder). Other companies follow or start too late when they are comfy on their big bottom line cushion.<p>All that money Audi has and they are essentially losing the PR battle. Maybe make an investment in Tesla or compete with it then, stop crying that they'll get more focus. People want electric cars to succeed and will be more forgiving when it is done right. Audi your PR just backfired, you look threatened.