Completely agree. When your value proposition is based on offering more dedication to you, the customer, and the customer realizes that you have abandoned that approach because you no longer "work harder," you are suggesting that your company isn't fully delivering anymore. By circumventing that approach and simply saying that "our product is yours," your "sanctuary" doesn't offer any emotional incentive, other than you simply get a car. I get no positive emotional response whatsoever. You nailed it by saying it doesn't differentiate and doesn't reinforce their core brand values. I guess their lagging sales suggests they've abandoned them sometime ago. It's a shame.