Badge engineering as it's referred to literally has destroyed most of the American Auto Market. GM being the king of badge engineering. A good example of how horribly lazy they'd gotten is the failed Pontiac GTO. They literally only changed the grille, nothing else. It was a sales flop becuase it was lazy and not what enthusiast wanted. Now, when Pontiac tried to change it's imagine into the American BMW and launched the G8, that was seen as tasteful badge engineering, becuase it was new and fit the new image.
It's like Chevy and GMC, I mean really professional grade my asshole. You're charging 10K more for fancier leather and a grille. Who falls for that?
I mean sometimes it works, like Camaro and Firebird, they've changed enough of the sheetmetal that they look like different cars, even though both where on the same f-body platform and shared almost every part.
Other times though, you have to wonder.