Ten years from now, any car maker that isn't building an EV will be considered insane. Ten years ago, it was Musk that was considered insane for wanting to sell an EV. It requires strong leadership, vision and commitment to move to the "new paradigm", even if that is "the future", which probably isn't very obvious at all at the time.
Look at solar panels, too. Same thing. Just 5 years ago they cost 4x more. You can see how people would consider you crazy for wanting to go into the solar panel business 5 or 10 years ago, when some of the leaders in the business now entered the market.
If you haven't read it already, I strongly suggest reading The Innovator's Dilemma. It will give you more insight into why this sort of stuff keeps happening: