Absolutely, but these differentiators already exist while a lot of the high margin work that car makers are performing today is moving somewhere else in the value chain.
The key competency of the car manufacturers is integration and supply chain management. Sure they also develop some of the software and engines in house. But they would do so for electric cars as well. So there is not a huge difference. They are also very aware of the threat of being commodified software platforms and they are actively invest to prevent that. Both in ASICs to be not solely dependent on NVIDIA, as well as in software and maps.
It's about brand, design, experience, service etc.
Otherwise we would all be driving cheap Chinese cars, wearing counterfeit clothes and using no-name brand Android phones.