My use of the BMW slogan was intentional, because that is absolutely true that the marketing messaging between most luxury brands is incredibly similar (though

My use of the BMW slogan was intentional, because that is absolutely true that the marketing messaging between most luxury brands is incredibly similar (though differences exist that are relevant in ways that are interesting to some). If you modified a P100D to use a Mercedes drivetrain, the car would feel slower and would launch like an ICE car. The feeling of initial acceleration in an all-electric performance car like the P100D is vastly different. Maybe you wouldn't notice from the backseat of a taxi, but that isn't really the point in selling a performance car. :) But even that doesn't really matter as much as you might think. I think the fundamental issue is that you appear to be using engineer thinking and are thinking about the situation from a purely logical framework. Buyers in the real world don't behave that way and the romance copy and image that a company sells really does matter in the marketplace.