Ask HN: How to maintain good software when features come nonstop?

There are always new features the business requires.

In many software projects there are lots of bugs but no time to fix them since features are rolling in.

Projects naturally require refactoring with time. It worst case scenario it may become unmaintainable.

A solution may be continuous refactoring and test coverage but I hardly know anyone who does that.

In my case there is simply no time for that. At least it is always neglected.

It is always either we do features or fix bugs brought by the former.

I understand that features bring value to existing users and attract new.

Can we do better?

Every comment is welcome. I really want to understand.