Yup, it is about perceptions. Which is perhaps why it is so hard for Hyundai to shake off its value perception despite all the work and effort it has dedicated towards improving reliability. BTW, Toyota is always concerned with “value.” They try more than most to maintain MSRP in alignment with transaction prices, and use incentives as a tool to be used lightly, to “tweak” inventory levels with demand. It is easy for us to view Toyotas as overpriced. However, owners consistently rate Toyota higher than any other brand in overall value. Performance and styling are mid-tier drivers. Fuel economy and environmentally friendly consistently rank at the bottom. That’s part of the reason hybrids and EVs are such tough sell; consumer demand built strictly around these dimensions is just minuscule.