At least one investment banking company is saying to sell  Tesla  shares before it’s too late.

J.P. Morgan has reaffirmed its underweight rating on Tesla shares, saying the American automaker’s sales will suffer once other luxury automakers get their electric vehicles released. “Tesla has, to date, faced relatively little competition in the market for luxury electric vehicles, and so we think shoppers have been willing to cut the automaker some slack when it comes to some aspects of service and build quality,” analyst Ryan Brinkman wrote in a note to clients. “When similarly priced high-end long-range electric vehicles become available from prestigious brands with strong reputations for both service and build quality, we believe this could represent a meaningful headwind for Tesla.”

Audi , BMW, and Mercedes-Benz are all readying electrified vehicles in the coming months, and  Jaguar  has already gotten a headstart with the new I-Pace.  Mercedes-Benz  has announced it will launch 10 battery-powered electric vehicles by 2022, part of its new EQ sub-brand initiative.

The American automaker has gotten plenty of attention in recent months, as it continues to struggle ramping up production for its more affordable Model 3 sedan.

[source:  CNBC ]

this article first appeared on AutoGuide