Like I said, purely anecdotal but I know 30-40 people, many of whom aren't in tech, who plan on putting a deposit down on the first day. It's literally 1 out of 6 people I talk to. When I mention "I won't buy another car unless it's a Tesla" I often hear "me too." Many of these people I was shocked even knew what Tesla was, let alone were waiting for this car. I've only driven BMWs and Infinitis and won't buy a gas vehicle again after driving a Model S. A 35K Model 3, assuming it performs similar to a 60KwH Model S has a couple advantages over a 3 series. 1) With tax incentives, it can be had for much cheaper in many states 2) if you factor in gas savings, it brings it closer to 25K. I really think it will appeal to the BMW crowd as well as those who would never touch a BMW because of the image it portrays.