If I had to bet, I'm going to bet that brands go to zero.
Really?
When you can make things that are as good or better and you can make them in a cheaper, faster, better way, people want that abundance more than they want an affiliation to a brand.
The perfect example is actually what Tesla did to BMW. This is a fundamentally cheaper, faster, better product. Yes, it's got a great brand, but nobody's going to pay a premium for these products.
The reason why Model Y has outsold everything else is because the Model Y is priced better and it's superior on every operational dimension of comparison.
Maybe the right word is abundance. Like the brands that bring abundance, that bring more to the table than their competitors and they are able to bring more at the same unit cost or less β those capture share. That's probably it.