Why would they? There should be enough reason to buy the premium over the cheap one aside from it's shell, bumped specs and a better camera. Although not this year at least, it might became standard to all in the next few years.
He doesn't need to be the CEO. Just Senior Vice President of Car Engineering or something so he will be focused on inventing things than working as CEO like oversee everything, micro managing, negotiate with partners and carriers, etc etc. His skills and talent will get wasted being Apple's CEO. Even if he's after legacy, recognition or spotlight, he'll get that a lot working as SVP at Apple.