For context, UK domestic energy suppliers don’t actually do any generation or distribution - they just retail electricity produced and distributed by others. So they can buy wholesale energy and attempt to compete on price, customer service, or other innovative products (eg Octopus’s dynamic pricing).

Normally I’d expect Tesla to do an Uber-style approach of subsiding the prices for the first couple of years to try to capture market share, as well as the more obvious vertical integration with their cars. But in this market, switching suppliers is too easy to make that worthwhile