"One of the most significant trends occurring in the market for your products is the evolution of new companies which introducing similar or competitive products to Tesla's. If this continues, you are likely to face increasing competitive pressures and smaller relative market shares. This may require an increase in your marketing expenditures to help develop a greater brand preference and the perception of being the dominant auto manufacturer in the electric vehicle market. Tesla may want to consider acquiring or merging with another automaker to maintain or increase your market share."