I actually started looking for this article because I was trying to find credits for this picture, I had seen on Twitter with the tongue-in-cheek caption 'Capitalism breeds innovation:
I wasn't expecting to find such an interesting read. It's an old article (2013) so you could have a discussion on what has changed in the car market since, but it covers all sorts from decision fatigue, to branding, to research and development, to convergence.