That argument makes a lot more sense, and I agree with you. They are trying to cover too many sects of the market versus focusing on a niche area. However, they can't directly compete in certain areas because there are already established brands with more power.
Also, speak for yourself, big homie. I live in a snowy, mountainous region, I need a four-wheel drive vehicle. The fact it gets 7.25L:100km or has 745 NM of torque is just a bingo. I also do outdoorsy stuff like camp, hike, and shoot relatively often, and I can turn the back of the Jeep into a hard-shell tent pretty easily.
Not having to pack-up a tent makes everything so much easier.