Their success will be short lived.

The Chrysler 300M, Ford Mustang, and the Hummer are all hot cars now. But if your success comes from gimmickry and nostalgia it will not last long. Look at the Ford Thunderbird or the Chevrolet SSR. You are going to have to roll out a new novelty each season and have your cars be discarded like out of fashion clothes. The only sustainable advantage will be better designs for everyday use, not cereal box prizes.