But performance sub-brands have never done better, including Hyundai's N division.
Cupra is only about 2 years old and it's the most profitable part of
SEAT.
And don't have to be enthusiasts - there are people who get the AMG version of the S Class or the G-wagon despite not being enthusiasts.
These buyers just want the "best" because they can.
Toyota can't keep up with demand for the RAV4 Prime, which is the quickest Toyota aside from the T6 Supra.
Lexus RWD sales have plummeted (leading to the cancelation of the GS) as the Lexus RWD sedans have increasingly fallen behind the Germans on the powertrain front.
Raptor has been hugely successful for Ford and everyone is pretty much trying to get into the performance pick up game (who really "needs" a performance truck?), including the forthcoming electric trucks.
As seen by Cupra, performance divisions bring in a big chunk of profit despite the smaller sales volume (just as Audi brings in a lot more profit to VW Group despite VW vastly outselling Audi).