Companies doing well with EV's only sell EV's. They aren't competing against their own, better selling, ICE products. You only miss market share if there is a market to share. Consumers dictate the market. If demand isn't there, Ford isn't missing anything by letting Tesla sell EV's while everyone else is selling ICE's. If the demand were there Ford would invest more into it. They are smart enough to know that at this time, despite subsidies, demand just isn't there. There is no EV market share to be lost - there is in the ICE market.