I know that many Tesla model variations are priced in the luxury vehicle class. But I don't think most buyers think of them as luxury vehicles like if they were buying a Mercedes, BMW or Lexus ICE vehicle for the same money. The interiors for example are often criticized in Teslas. People are buying them because they are EV's and the price is not a determining factor.
I don't think Ross Gerber has the knowledge or experience to run a car company. He's a money guy, and a darn good one. Elon and his top level executive staff are primarily engineers, and Elon, besides being a brilliant engineer is also a very, very savvy businessman.
I live in a small mountain community in Southern California.California is the largest market for Tesla's at the moment. Even in my town which only has a population of around 3500, you couldn't swing a cat without hitting a Tesla. The most popular vehicles here are AWD SUV's with 4WD trucks and Jeeps making up the balance. Practicality being a driving factor, we don't get much snow but get enough that people want vehicles that can handle it on the steep and winding roads.
If Tesla were to introduce something with a form factor along the lines of (and priced competitively with) the popular Toyota RAV4, Mazda CX 5, Subaru Outback and Ford Explorers that are rather ubiquitous here and with AWD capability, they would sell a lot of them. I almost never see any Model X's, I think that one is a turkey and Tesla needs to rethink something in the mid sized SUV category.