You're right and wrong about Tesla. Tesla is a decade ahead, and legacy automakers are now pouring truckloads of investment cash into EVs -- design, engineering, factories, etc. Eventually, though, they'll get to the same place Tesla is today, and when they get there, they'll have a fresher product unless Tesla reboots or drops prices. It won't drop prices, because that will destroy its position as a premium brand and ruin the perceived cachet that helps to drive sales.
GM's Ultium component set is a perfect example of how a legacy automaker is replicating the Tesla model. But they're going to build everything from Equinox EVs to Cadillac Lyriqs to Hummer EVs on the modular Ultium platform. Tesla has four models, and they're all similar enough in look and feel to nearly be interchangeable.
GM is letting other automakers use Ultium, too, helping to ameliorate investment costs. Honda and Acura will offer their first EVs on this same component set, starting in 2024. And don't forget about smaller, more stable, and quicker charging solid-state battery tech, likely arriving by 2030, which is going to be a game-changer for everybody, including Tesla.
I give Elon Musk and Tesla all the credit in the world for showing how this is done. I've thoroughly enjoyed driving a family member's Model 3. But here in L.A., at every damn intersection, all I see are the same jellybean-looking Model 3s and Model Ys. They're flipping everywhere, and people get bored of that. It doesn't help that they only come in a handful of paint colors, emphasizing their ubiquity. Without some kind of a wrap or aftermarket wheels, they're basically invisible in this region, which might be why I've seen a sudden surge of Hyundai Ioniq 5s and Kia EV6s in my suburb. That would appear to testify to consumer fatigue with Tesla in one of the biggest EV markets in the U.S. (And it also brings up the outstanding HMG E-GMP platform -- a Korean version of Ultium -- but this reply is getting long.)
Lastly, since you brought up VW, remember the Beetle. It was the same car, with regular improvements, for decades. But it ultimately met its demise after the Golf arrived (Rabbit in the U.S.) Also, while the ID.4 is decidedly blah, just wait until the ID.Buzz arrives with its electric Microbus looks and regrettable name.
In short, Tesla's winning streak won't last unless it starts redesigning and reengineering its vehicles, starting with the ancient Model S. Umm, Lucid Air, anyone?