They will never get the value customer back. Look at the cars which are marketed as fashion (Mercedes, BMW, etc). A big part of their customers are going elsewhere. This customer type does not mind paying for quality but want it to last. The marketing something as ‘fashion’ means constant replacement due to what you own is now out of style.
Companies that emphasize quality (Toyota, Honda and now increasingly the Hyundai/Kia group) are going to be around because they are starting to fill the niche of what used to be status symbol cars. That's why I think Toyota--now under younger leadership that is starting to turn around its stodgy image--could be a huge player from here on out, especially since the Toyota New Generation Architecture (TNGA) platform was designed specifically to accommodate electric drivetrains. Indeed, Toyota making a bid to buy Tesla isn't a far-fetched proposition.