All of the above? Plus a lot of other things like styling, interior, infotainment, soundscape and sound dampening, dealership/repair network, and so on...
There’s nothing magical about electric cars that takes away all the hard parts of building a car. Look at all the maintenance issues Teslas have with falcon wing doors and so on to see the potential issues that can turn customers away even on an electric car. Just because you have an electric motor instead of an engine doesn’t mean you don’t have all the other parts of a car to deal with and tweak.
Electric cars typically have 1% the moving parts of an internal combustion engine vehicle. If the chassis is built well, you just need to swap out the motor and battery as needed, and flush the coolant every 5 years. There's no belts, chains, pumps etc for the most part to maintain or replace. The model X is pretty complex but if you look at the model 3 it's just a bunch of plug and play parts like a PC.
You could pretty much say the same thing about an ICE car though - plug and play standardized parts, ever since the Model T. I’ve owned my ICE for almost a decade and never needed to service the engine other than routine oil and filter changes.
There’s plenty of room for differentiation between electric cars, even the ones that already exist are plenty different. (Just like my ICE vehicle is different from other ICEs in many, many ways besides the engine)
There’s nothing magical about electric cars that takes away all the hard parts of building a car. Look at all the maintenance issues Teslas have with falcon wing doors and so on to see the potential issues that can turn customers away even on an electric car. Just because you have an electric motor instead of an engine doesn’t mean you don’t have all the other parts of a car to deal with and tweak.