Tesla (at least so far) doesn't market its cars directly to buyers.  So, Elon's tweets & over-ambitious promises really amount to Tesla's marketing strategy.  HOWEVER, as most of Tesla's line-up is now rather aged, they are going to be forced to bring the Roadster to production in order to compensate for the major declines in Model S and Model X sales.  The semi and the robotaxi are even more important, as they should be able to keep the company liquid while it decides whether to exit the consumer car business or completely re-designes all of its models...

Tesla Roadster has been coming next year for the last 5 years