If only setting aside brand was a legit thing car purchasers did. Cars are one of the prime places people assert their identity in a product. I feel like any car maker willing to make the most expensive SUV will immediately sell a ton, because there are so few options for doing so.

I have probably seen more Lambo SUVs in the last year than I had any other Lambo combined for my entire life.

The same was true for EV / Tesla early on, which helped establish their brand in a similar elite way. They’re still holding onto that for the moment, because cars don’t turn over as often and they have a production backlog — we’ll see if it lasts.

I think it’ll become more like Apple, where everyone of a certain class feels like they have to own the most expensive version, even if it only offers marginal benefits at double the cost.