This is their Tesla for normal people

Tesla's greatest marking victory is convincing people this is true. There are many worthy discussions on maintenance and fuel costs, but comparing the $35k base model price for the Model 3:

Ford's top end car is the Taurus starting at $27k. The only model higher than $35k is the Expedition. One could buy two Fiestas or two Focuses for $35k.

Mazda's entire line is less than $35k (though they don't currently show a price for the CX-9, their SUVan). One could buy two Mazda 3s for $35k.

Subaru's entire line maxes out at $26.5k for a WRX or Crosstrek hybrid. Two Imprezas would run $36.5k.

Honda's entire line is also below $35k. Two Fits would run less than $32k.

Toyota finally gets into the $35k range with the Avalon... oh this is the hybrid, for $36k. The gas one is their top-of-the-line car for $32.5k. The Prius C starts at $20k, or one could get two Yarises or two Corollas for $35k.

I think I'm looking in the wrong place.

BMW starts around $33k for a 2 or 3 series.

A Mercedes C class starts at $39k.

Cadillac starts at $33k for the ATS sedan.

Audi starts at $31k with the A3.

Lexus starts at $37k with the IS.

Tesla is still catering to a luxury crowd. It's still people who want to impress their neighbors. With a BMW comparison, they've moved down from where a 7 series would impress people to where a 3 series does. Around me, "normal" ranges from about a base model Honda Civic up to a nicely equipped Accord.