Tesla is losing its exclusiveness as more competitors bring products to market so it will be interesting to see how they improve it.
1. The self-driving thing is what sets them apart the most. I've driven an S, an X, Fit EV, Bolt, etc. and they are all kind of similar machines...instant throttle response, quiet, and so on. But the Tesla vehicles have Autopilot, which is improving all the time, whereas the Bolt doesn't even have adaptive cruise control, which is pretty standard these days. Just being electric is not very motivating to regular people...you have to get a charger installed at your house, going on trips is a hassle because charging takes a long time, even the EV's with the best range still aren't very good, etc. But add in self-driving and it suddenly becomes a
lot more compelling to switch to an electric ride!
2. I think they need to make improvements to both quality & luxury. I've read about a lot of quality issues that a car manufacturer shouldn't have in today's world. And cars like the X are missing a ton of both basic & luxury features that a car in that price range should have. It's mostly minor stuff, but it is important stuff at that price imo. When I test-drove the X, it definitely didn't feel like a $155k vehicle. It wasn't even as nicely trimmed out as a Volvo. Had nice seats, but my last Kia Soul felt more put-together as far as the interior design went. Granted, they are more designed to be performance machines (that was the first time I've ever gone 0 to 60 in 2.9 seconds in ANY car, let alone an SUV, lol).
3. I'm hoping they apply the Roadster 2.0's battery pack to the existing S & X models (or do a refresh with more luxury features & then throw in the better battery pack). The Roadster has a 620-mile range. Even with the additional weight, it'd be amazing to have a Model X with a 500-mile range. Currently, the Bolt offers a 238-mile range and the Model X offers a 295-mile range. And the X tops out above $150,000 fully-loaded, whereas the Bolt is around $40-ish and can be had for as little as $25k (if you live in say California & get both the $7.5k Federal & $2.5k CA credit & rebate). Granted, they are entirely different vehicles, but with electric cars, the range is one of the driving features for many purchases. Setting the S & X apart by doubling the current battery sizes would really differentiate those vehicles from the Model 3 & other competitors.
But yeah, there are lot of interesting competitors coming out, so I'm very interested to see how Tesla plans on setting themselves apart aside from Autopilot. The Hyundai Kona EV is looking like a pretty nice baby Model X with an optional 292-mile battery, plus adaptive cruise control, forward collision assist, lane keep assist, and blind spot warning, which is a pretty decent safety & semi-autonomous suite of options:
https://www.theverge.com/2018/2/27/17058362/hyundai-kona-ev-suv-range-specs-photos