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They say that because that is the marketing decision they have made and they have invested in. Moving to F1 would be an extremely expensive exercise, with lots of already established, tough competition that would not necessarily bring good results (see BMW and toyota). Le Mans also allows them to market diesels (and has been biased towards these engines over the last few years, which I beleive was to attract these manufacturers).
I like Le Mans, but there are only two competitive manufacturers involved.
If they were in F1, then they would talk about how it is the pinnacle of engineering (I remember the head of Holden Special Vehicles talking about how Ford Performance Vehicles were confusing their customers by producing a non-v8 product..... until HSV started selling the VXR).
For manufacturers, motorsport is advertising and not a whole lot more. They are hardly going to talk about how Renault are more advanced because they are competing in F1 are they?
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