Ford competes directly with the Y, and also in an entirely new segment Tesla does not compete in -- the pickup.
Chevy has the pickup coming, and already competes in the affordable compact car segment (27K MSRP for a Bolt? That's getting into 'excellent value' territory) that Tesla does not compete in. GM also has the Hummer, which is blazing an entirely new trail.
Then you have VW, Kia, Polestar, etc. Tesla has a nice head start, and a good charging network, but rivals are catching up fast and will end up outpacing what Tesla can offer. The Model S is aging, with no apparent revamp in sight, and if the Model 3 follows that same pattern then Tesla is quickly going to look outdated while the competition is one-upping each other in new designs.
There's also a fair number of people who do care about reliability, don't want a touchscreen dashboard, don't care about fart gimmicks, and want windshield wipers that just work. AP is no better than the competition, and FSD is a gimmick that appeals to a very particular kind of buyer.
I enjoyed my P3D but have no expectation I will buy another.