Tesla strategy was to put the first desirable electrical car on the market, which they succeed at doing.
The strategy of most traditional manufacturers is very different. They want to make the most profitable car. And it seems like no EV will be as profitable as ICE vehicles until batteries will be more or less price competitive with ICE.
I'm pretty sure that their target is to release an EV when batteries will be so cheap that it wouldn't make sense to buy an ICE car anymore. And this is not yet the case, as it will most probably happen in the early 2020s. Before that time, any manufactured EV has a pretty high opportunity cost compared to an ICE car. e.g. BMW still makes a such high margin (almost 10%) on ICE cars that selling unprofitable EV just does not make sense from a business standpoint.