But you better build great cars. If you don’t, you might be inclined to say “we couldn’t find product market fit”

I think this is close but not quite right. There are many "great" products that nobody wanted to buy. Sure building a great product gives you a chance to succeed, but building a product people want to buy is the real goal.

"Great" is also just too vague to be useful. Is a great car one that's cheaper than the rest? Better mileage? More dependable? More beautiful? More luxurious? Safer for kids to ride in? More fun to drive?

I've always liked the Donald Miller Storybrand framework for figuring out these kinds of puzzles:

https://www.amazon.com/Building-StoryBrand-Clarify-Message-C...