What's new about Forza Horizon 6?

I'm a huge fan of the Forza Horizon series. I've loved and nearly 100%'d every game. Maybe I'm not following the previews enough, but what about Horizon 6 is actually pushing the series forward? How are they innovating and improving the formula? What would you do to up the ante?

I love that you start out as a lower ranked driver that has to earn their way to the top this time, but besides that and a new map what am I missing? I want to be excited about it (and I definitely will be a ton of hours into it regardless), but what's new? I feel like the series is kind of stalling a bit and it's just "same game, new location". Would love to hear what I might be missing!