If I recall, prior to Need for speed: Porsche and the Underground series the car modification options was not the draw of the game the exotic cars and location where the initial attraction.
Having said this, EA had a winning formula with Most Wanted (2005) and for some reason after that it went down hill. It was not entirely their fault, if we look at the battlefield series notably BF4 you will notice that the guns are not named after the real world counterparts they represent. This is because the cost to license all those said guns in a game would drive production costs up too high. The same can be said of the NFS series, back in 2005 it was probably much cheaper to pile in 200+ brand names into a game and see it generate a massive profit, enough to pay off the initial costs of license.
My opinion, EA should let people forget about Need For speed for a while and just leave it be. Rivals is essentially what need for speed was originally about, but they have spoiled their customers and now they demand something that they may not ever have.