It's not that crazy. The last new release of a truly mainstream car was the Model 3 a decade ago. Anything ever since has been facelifts and the ill-fated Cybercuck.
The major problem Tesla faces is that on the one side their brand image is in the gutters and has been for years and on the other side, "established" car companies finally have brought competitive cars to the market at relevant scale. They'll need to invest a lot of money to develop a new model from scratch with a high chance of not making back the money.