This is an extremely important thing. "Fun" does not mean "trivial" -- quite the opposite. "Fun" usually means a high degree of intellectual engagement and curiosity. This combination usually leads to a new result.

A car is a substantial investment. If it's dependable, affordable, comfortable, has adequate passenger and cargo room, then I start thinking about "fun" and "sporty" and "stylish."

Of course an auto manufacturer wants to sell "fun." It doesn't show up in the bill of materials.