Besides that, they keep saying things like "price first" but then talking about focusing on what customers actually want, like bigger cup holders. As far as I can tell bigger cup holders don't have much influence on the price of a luxury SUV.
It goes beyond what customers want to the intersection of want & willing to pay for. I find that in a lot of companies, there's a lot of "customers said they want x, so let's build it" vs. "customers said they want x and we've validated that they are willing to pay for that feature." If your customers are not willing to pay, how important was that feature in the first place?