[craig1f]

This is what, in marketing, is called "positioning".

VW is trying to "position" their car as the default electric car, or at least, the only viable alternative to Tesla.

If you don't set your own position, then your competitors will set your position for you. Now it's up to Tesla (or whoever else) to re-position VW, without looking nasty doing it. "The ID.3 is good choice if you can't afford the extra $3k for a Tesla. But only a Tesla has all the features you need, and will keep your family alive in an impact". You don't say "Tesla good, ID.3 bad". This makes you sound nasty. You say "ID.3 good if <scenario that doesn't apply to customers>, but Tesla better if <scenario that applies to customers>"

It's all marketing nonsense at this point until the car exists.