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I think it is lot harder to differentiate among EVs from a consumer's perspective.
ICE cars have their own characteristics which makes it easier for manufacturers to find a niche and cult type buyers.
It is difficult with EVs where cars are like washing machines - as long as it spins and takes from A to B consumer does not care whether it is brand A vs brand B.
Tesla was a differentiator due to its self drive capability - which mostly software thing rather than hardware. In addition, Tesla was also unique in supercharger offering (at least initially). Now Tesla lost its glory because other manufactures have caught up - resulting in price reduction.
Just look at phones. What people only care whether it is Android or Apple. The manufacturers don't really matter. There are some phones with bigger screens or better cameras but overall look & feel entirely dependent on operating system.
Toyota was #1 in hybrids. They were pioneered it (e.g. Toyota Prius was a cult car once). But in EV, Toyota is already late in the game.
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