Ironically in the paragraph about "true differentiation" the author mentioned Lamborghini cars, a brand of the ninth biggest company on earth with 600k employee

Ironically in the paragraph about "true differentiation" the author mentioned Lamborghini cars, a brand of the ninth biggest company on earth with 600k employees. Other niche brands they own are Bentley, Bugatti, and Ducati. I would argue that these are indeed differentiated. It does not matter whether production processes or internals are unified or not as long as the consumer experience of the end product is. Small businesses profit from mass production as they can build a consumer ending frontend around standard technologies and products they can leverage for all their internals.