Fundamentally, I think Tesla's problem is that while it has first mover advantage, it doesn't have enough capital to continue expansion and doesn't have enough of a technical moat over the competition to beat them out when companies who know how to make cars start getting into the game.
This is a common problem in companies with first mover advantage in a market similar but adjacent to a larger market.
I saw this years ago in enterprise SSDs. Companies like STEC and FusionIO were creating amazing products that were far beyond anything anyone else had, and they were creating market demand by supplying products that didn't have competition from the major storage vendors. They were flying high. But once the competition started catching up, they became acquisition targets by the big boys at far lower prices than they would have commanded at their peaks.
They simply couldn't scale. They had technology, but not enough of a technology lead to remain freestanding companies. And because the biggest cost of enterprise SSDs is NAND, which neither company made, once the technology of other vendors caught up they had a pricing disadvantage. FusionIO was acquired by SanDisk [who is vertically integrated in NAND] and STEC was acquired by WDC*/HGST, a behemoth of the HDD industry which later acquired SanDisk to become vertically integrated in NAND.
I think Tesla has a similar problem. The behavior over the last quarter suggests that they're seriously cash-constrained. They hastily announced a Model Y hoping for a big influx of reservation cash like they had with the Model 3. It didn't materialize. They're laying off salespeople and closing retail locations. They're lowering prices [signaling a demand problem]. They're starting a lease program that appears to be a way to turn languishing inventory into immediate cash, but without a leasing partner to help shoulder the financial burden suggesting they're trying to get in hand cash now, also signaling a demand problem. Their bonds are slightly better than junk, so raising capital through bonds is hard, and they might be able to keep going if they try to issue a capital raise, but for some reason they have been unable or unwilling to do so.
Their cars appear to be pretty damn good. And the people who are pro-Tesla think that's enough for them to survive. Problem is that they're a company, and a company has to make money. And it doesn't appear they have a viable model to do so right now, so they're flailing around trying to save enough cash to keep the lights on.
Their technical moat is insufficient IMHO. Their only real technical advantage is battery-related, and it's unclear how much of that is Tesla and how much is Panasonic. Autopilot is nice, but I think the timeframe to actually get to autonomous / full self driving is far enough out that even if they had a lead and would be first to market, the survival of the company is a shorter term concern than what FSD can offer.
Tesla is in trouble.
* Disclosure: I work for WDC, which acquired the companies who acquired STEC and FusionIO.