[pedalpete]

Consider the question a fashion vs function question. We've seen this in multiple industries, even the current automobile industry, and I suspect this will continue.

I'm surprised how many people don't realize that a VW Passat is a dressed down Audi (A/S/RS)6 is dressed up as Porsche Panamera.

Why do people spend hundreds of dollars on a brand of jeans, when they can buy levi's for 50 bucks (or other brands even cheaper).

The same can be said for many industries. Why did you buy the computer or keyboard you're currently typing on. Much of it may have been due to signaling, or it appealing to your tribe.

So will there be a "killer feature" for a car in the future? I suspect there isn't a killer feature today, and I don't suspect that change.

[fragmede]

That's called badge engineering and the brands Lexus, Acura, and Infinity were created for the purpose of selling previously cheaper Japanese cars up market. If consumers were more astute they wouldn't even exist.

This is why economic models based on high-information, rational consumers fall short. You and I may put more thought into purchasing a vehicle, but cars have been sold because it was featured in a movie or a myriad of other reasons we might consider superficial.

[pedalpete]

I'm not denying that I purchased my car on many superficial measurements.

Re: Badge engineering, it's called that in automotive circles, but I'm not sure about other industries. The point I was trying to make is that this isn't specific to cars.