IMHO VW are price gouging on the ID3 and ID4 now while they have little direct competition brand / tech wise. Once GF Berlin is producing i expect the price of the TM3 SR+ to drop to €35000 before grants. This means VW dont drop the higher end ID3's to €30k level and the ID4 to €35k then a big chunk of sales are going to Tesla. VW have made the ID4 cheaper than the MODEL Y in the USA, because they know it's not good enough to be a like for like product and once specced up the TMY levels like for like is more expensive.
VW will be looking at the market and designing and pricing their vehicle thinking not only about competitors but also the market, who their potential customers are and what they can afford. And one thing is certain, there's more potential buyers of an EV priced at $40,000 than one priced at $50,000. and yet more again at $30,000 etc etc.
The success of a car model is not purely about technical spec, it's a balance of technical, design and cost.
I think a lot of EV enthusiasts miss how important cost is, the biggest selling and most successful cars are typically reasonably affordable, they are not the most technically advanced.
The company to take the EV prize won't be the one with the most technically advanced car, or self-driving or the fastest 0-60 times, it will be the one which can make a car which is good enough for the average driver at a price the average driver can afford, even if it lacks some of the bells and whistles.