The car maker, (be it VAG, FCA, GM, PSA or any other) spent a lot of time and money to reach a compromise on each model
that would work best for a wide range of driving situations, (including extremes of road conditions, climate and fuel quality)
and nearly always at the lowest production cost they could manage.
This wide envelope does offer some scope for tweaking, (modifying) a car more to a personal bias of more performance,
more comfort, sportier looks or whatever away from the factory standard. Any mod that can be easily/cheaply reversed is
probably fine, assuming it does not impact on your insurance by an unacceptable amount, (always check with them first.)
As Mr Pig has mentioned, there are also issues of ease/value of car resale to consider for most, if not all people. Some popular
modern mods like suspension
lowering and/or fitting larger diameter wheels often do not always improve the car at all, apart
from arguably a looks/cosmetic perspective, so research about what actually works, (car performance upgrade) rather than
just cosmetic, (sporty-looking upgrade) if that's just as important to you.
Unusually for me, I now own a common/popular car, (Golf 7.5) that is so competent overall that it doesn't really need any
such 'bias tweaking' - but the urge to make it more 'mine', (even though I bought it new) was strong. So, I've fitted non-VAG
lighter/wider alloys with better, (but same size) tyres, a fancy weighted shift knob, tailored luxury carpet mats and a few other
minor trim embellishments that make it subtly different - although only a few Golf owners/fans would notice and nobody really
cares about other people's cars of course.
Although re-sale shouldn't be a consideration for many years, all my alterations could be reversed within a couple of hours at
zero further cost and none have impacted on the price of insurance.
Point is, modifications can be fine, but more serious changes need to be thought-through to satisfy yourself before you commit.