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Is the desirability drop you're seeing mainly for your first car, or also as significant for those after?
My first thought was that it had to do with the sliders regarding the quality over quantity, learning vs work, automation vs manual sections. But I havent been touching those more than 10 in either direction, so unless the desirability score is extremely responsive to minor changes like that, I'm not convinced thats the issue.
If it is just the first car you release in a new campaign, then from my understanding, it might be that there are simply no proper other cars (of AI companies) on the market yet to compare your newly designed car to. It is basically living in the ideal "no-competition"-bubble still.
But when your car finally gets out of engineering and into production, there totally might be cars on the market from the AI. And then your car totally competes against them for the share of the cake. Hence the massive desirability drop.
I don't know if it is still like that, because I have not played the campaign for quite some time, but if it is still like that, then that can make the first car shine in the wrong light during design, and then after its release you get the rough awakening.
Later in the campaign there might still be the occasional "spikes" in desirability when the AI releases new cars, but the desiarbility values are not as far off as they are for the first car because later there are always currently available cars as the "base line" to compare it to.