Yes, ethereum most definitely can. If they manage to scale faster and better, it might end up being the most used coin, and that would drive the price up to the point where it would become the #1 cryptocurrency in terms of market cap.
Bitcoin has the brand advantage, most of the "average joes" that have heard of it have yet to understand of even know that Ethereum exist... But it can't rely solely on this fact for the upcoming 5-10 years.
Thats right possiblility is inevitable.
Bitcoin has found its own way to grow but ethereum has been doing that too in its own way in the alternate cryptocurrencies.
But time will take to be long, as it was not the first like bitcoin. I agree with 10 years but there is also possibility that ethereum wont be able to surpass bitcoin.
Again possibilities is many but chances varies.