Yes, German makes are behind their competition when it comes to EVs (especially affordable types) and why everyone including VW/Audi and Merc having been looking to Tesla as the model to follow. The problem with the egolf is much more than marketing (and good luck turning VW's cheating dirty diesel image around). It was late, expensive, plus it looks like nothing special. The slow sales says it all.
I'll agree Tesla's marketing/product strategy has been brilliant though - they ignore huge ad campaigns and even the Superbowl but are still no.1 in people's minds for EVs
I don't know for the US, but in europe the e-golf started at 35k. With taxes. So cheaper than the model 3, and 4 years before it, but with much worse autonomy.
It looking nothing special is part of why I say the problem was marketing, though I guess you'll argue it's more image.
Mercedes and Audi saying Tesla is the model to follow is part marketing, and what they ment was how to build image and hype and how to sell an EV, not the tech.
And Tesla being no.1 in people's mind for EVs is normal as they were the ines to breach the market.