The performance and cost of batteries is still changing fast enough that it doesn't make all that much sense for them to be dipping their toe in the water. They are investing in battery tech and are pretty likely to launch good vehicles when batteries that have good range and charge fast hit some target price point.

The market for electric vehicles that cost quite a bit more than similar size vehicles exists, but it's not like people that are shopping on a budget are going to choose based on performance and prestige, they are going to choose based on price, and conventional vehicles can still be built for lower costs.