Tesla still has an "early adopter" and tech aura(IMHO). I wouldn't say it's seen as luxury in Europe. I believe they sell well in Europe because they have the best batteries/range and little competition. I believe once (if) Mercedes and the other brands ramp up production on their electric cars Tesla will have a very hard time competing. They have to deliver either better tech or better value(price). They cannot compete on "luxury" or brand. Tesla itself markets as a tech company (to investors and everyone else). It sells the first move advantage(i.e. battery tech, economy of scale)