For example, a lot of manufacturers are already developing electric vehicles for masses, just that they don't want to get their feet wet and they want someone else to do it first , so they can just jump in and join them if the market is actually ripe.
Mass adoption of electric vehicles is what most manufacturers fear and which is a valid concern, which is why Tesla's move is particularly so important.
Automotive industry is one industry where nobody is 'too late' for the party. As of now, I personally want to see Tesla succeed.
[1]Nissan, Toyota, Mistubishi, Chevrolet, Hyundai, BMW, Audi, etc. all have EV's in their roadmaps, some are budget EV's too.