BMW, Mercedes, etc, don't have the cool factor for the entry luxury market? They own that factor right now, and already have hybrids, and could add outright electrics if that's what the market starts wanting. What would cause them to instantly lose the cool factor just because Tesla enters the market?

I have a couple of coworkers with Teslas. I have far more with cars in the same market range that come from Porsche or Alfa or BMW or Mercedes or...