The Volkswagen Group, like many, but not all, automakers, is highly skilled in product planning, so there is an apparent market for the Taycan, at the price range and sales volumes set. All automobiles can be construed as appliances but the power of branding is what differentiates a premium product from that considered a mere commodity and Porsche is a market-driven company. That's what separates Porsche from the mass market producers, even as sales volumes have dramatically increased over the past few years. Recall that Porsche recently posted that it produces, on average, less than two identical 911s every year. No mass automaker can make that claim.
This is an essential difference that many fail to appreciate about the Taycan versus the Tesla cars. Tesla, in order to gain badly needed production efficiencies, provides the consumer with very options and color combinations. Porsche, on the other hand, is known for its manufacturing flexibility to meet most of its consumer requests. If one wants a Taycan Turbo S in Brewster Green with pepita, that combination, for a price, will be available in a few months after production has commenced.
Returning to the direct comparisons of the Taycan and Model S. Simple comparison of base statistics does little to distinguish one from the other. Most ICE consumers may compare fuel economy statistics but ultimate range is seldom considered. The EV market is nearing a tipping point where the consumer, especially with readily accessible rapid charging, will no longer consider range a primary purchasing determinant.
The Taycan is sufficiently different from the Model S and Model 3 that there is ample room in the growing market for all of these cars. On an aside, the Audi e-tron in the States is quickly approaching a 2019 annual sales figure to that of the A7. By the end of the year is is possible for the e-tron to outsell the A7.