Tesla brand start and end with Elon Musk. He is the creative genius investors have pegged hopes on. Tesla speed of innovation is faster than the entire auto industry. For instance their battery tech noone else has hacked. Their self-driving Autopilot is projected to accelerate ahead of Uber, Waymo, etc by a million miles... because they use computer vision while all the rest use LiDAR. Which although it did not seem so earlier gets to make all the difference. Now you may wonder why big tech Google did not see that coming but that kind of foresight is the reason Tesla is soaring. Now at 50% of EV market - which will thin out as gas goes EV... but Tesla strong brand will manage to retain a 15% overall share. All those investors making it soar are not stupid.
SpaceX of course has reusable rockets that Boeing, Blue Origin, Virgin Galactic and the shebang have been unable to copy for 6 freaking years now. Musk is an innovation super-star.