> There used to be a big difference in driving characteristics and technology between premium and budget brands. Compared to a Volkswagen, a BMW used to have a more powerful engine, better handling, and comfort features like seat-heating and cruise control. However, a Volkswagen Golf now has similar tech as a BMW and with the transition to EVs, drivetrains and handling won't be the same differentiator as before.
The thing is: that didn't used to be that way. You can blame it on the transition to EVs, but part of that transition seems to be that a bunch of manufacturers decided not to build their own platforms, motors, etc and are just licensing from other manufacturers*. The article's correct to note that flattens a lot of the value proposition of any given manufacturer, and if that's forcing them to lean in a lot on the software, that's a weird position for an automotive manufacturer, because that's never been anyone in the industry's strong suite - there's a reason 80% of drivers won't buy a car without CarPlay.
It's also notable that the brands who do seem to be going in on CarPlay are those that still make a point of building their own engines and platforms - Aston, Porsche, and even Polestar tries to differentiate itself there.
* to be clear, this was happening before EVs, too - BMW put out a car that shared a platform with a Toyota, in a move that should've caused a plague of locust to descend on Munich if God existed and had a driver's license, and Stellantis put a Lancia badge on a Chrysler a couple years back.