In most auto design departments, there are two kinds of surfacing activity: the artsy stuff, and the production stuff.
The artsy folks are creating concepts. These concepts don't necessarily need to be realistic, and sometimes they are deliberatly unrealistic -- the stylist creates a "caricature" to emphasize some aspect of the design. The geometry created in this phase is not subject to any feasibility constraints; it just has to look nice. So, it doesn't matter too much if the shapes are too expensive to manufacture, or the engine won't fit under the hood, or the A-pillars are too thin to support the roof. The geometry is not used for much, beyond the concept evaluation phase. NX can be used to do this sort of work, but the guys doing it don't like to think of themselves as "CAD users", and they probably learned Alias in art school, so NX isn't used much. The market is small, so Siemens probably doesn't care very much about the artsy crew. Though I guess you could say that NX "Realize Shape" is an artsy tool.
Production "class A" surfacing (or "class 1" surfacing, at Ford) is an entirely different game. The geometry is real, it has to satisfy numerous different constraints (in addition to looking nice), and it is used to produce dies and structural body parts. For a long time, ICEM/Surf was the tool of choice in this area. A few companies use Alias, a few use Catia. Toyota and Honda both use internally-developed systems. There are numerous auto OEMs who use NX in this area. I can think of at least two that have switched from ICEM/Surf to NX. As one of the other replies mentioned, there is significant benefit to using the same system in production class A surfacing and in downstream engineering/manufacturing, so the companies who use NX for all of this are typically happy.
The "surfacing" software business does not appear to be a very good one. Lots of systems/companies have gone belly-up. Remember STRIM, and CDRS, anyone? The ICEM/Surf group has been bought and sold umpteen times, and I don't expect Think3 to last very long. Alias got bought, too. Rhino seems to be doing nicely, but it will die if SolidWorks ever gets decent built-in free-form functionality. The problem is that the market is small, but Alias has to have all the same basic infrastructure as NX or Catia -- graphics, UI, saving and opening files, translators, print/plot, etc, etc, etc. So, high fixed costs, and small volumes. The only way out is to charge high prices, which people are increasingly unwilling to pay.