Sure, but even phrased that way, it differentiates it from some other potential substitute brands – Audi, BMW, etc. where there's no stated effort to produce a

Sure, but even phrased that way, it differentiates it from some other potential substitute brands – Audi, BMW, etc. where there's no stated effort to produce a car "for everyone else." It may well help shift the brand reputation from luxury for profit to something like next-generation or innovation and progress.