“We just think nobody truly understands them yet.”
I don't think that's true. I think that auto manufacturers don't want to accept that millennials don't associate cars with freedom, independence, maturity, and sex in the same way that cars were viewed by previous generations.
At most they're a way to get from point A to B for most millennials, at worst (if you're a car maker) they're viewed as dirty machines that the world would be better without.