VW’s ownership has a huge chunk which is family-owned, handed down from Ferdinand Porsche. Not sure what to make of that given the current situation ;).
Martin Guitars has famously been family owned since 1833. Chris Martin IV - no, not the Coldplay guy - is the sixth-generation.
They had a down period in the 70’s, but have rebounded with Aging Boomers, the new acoustic folk trend (Marcus Mumford’s weapon of choice is a Martin D-28), etc. They have grow on the low end by introducing lines that compete at a lower price point. Their Authentic lines are intended as replicas of classic vintage examples but are some of the best guitars they have ever made.
There’s a big difference between creating, building, and earning something as opposed to it just being given to you (particularly if you’re not that into it).
It’s like getting your driver’s license and working shit summer jobs for years to buy your own car, opposed to just having Daddy buy you one your 16th birthday. I guarantee you the person who was given a car treated that thing like shit, and the person who earned their own car cried when it finally died, 20 years later.