There’s an argument to be made I think that they’ll be fine.

Bland is good. Bland cars are the way of the world. It’s what the people want. Every brand will become an SUV brand. BMW will retain a sporting image for years to come and that will be good enough for the average ignorant consumer. In the same way that Mercedes don’t define themselves with amazing quality the way they once did, and Citroën don’t differentiate with wacky Frenchness the way they once did, and Subaru don’t build the kind of outdoorsy stuff they once did. All these ideas have been heavily diluted but nobody has noticed.

Good points in the article though. Their great differentiator is especially unsuited to this world.