Eh, all cars meet minimum safety standards and will get you to and from wherever you want to go, but they aren't equivalent. Just like I could probably go to the supermarket and buy any random item from the butchery department and cook it and it would stop me from being hungry for the night but I definitely wouldn't say that food items from the butchery department only differ in "branding, positioning, marketing" though. Likewise those are not the only things that matter in the car market.