Yeah, but video games and software in general, aren't cars. Thats one huge difference, it's a horrible comparison. Particularly with such differently large sums of money involved.
And while they might result in a sale for the new software, it takes away another sale on existing software. It's not the same profit margin (i'm sure they make more on a new release @110 vs old release @ 90) it's still one sale less.
And to some degree, it's not even necessarily about the big guys, or the big games that are going to make millions anyway. It's about the smaller guys, or the quirkier game that if the sales aren't there, won't get a sequel despite the fact you might've loved it.