I think it's better understood as many different factions with their own desires:

• Those who want raw power for the sake of power. Trump is almost certainly personally in this category. This is probably the primary motivation behind the Project 2025 stuff, tearing down the guardrails that limit their power.
• Those who are trying to enrich themselves: Trump's family is probably here, and Trump himself and his inner circle do seem to be motivated by financial gain to some degree.
• Those who want to use the Trump administration to make the U.S. whiter by expelling non-white people and restricting immigration of brown people (while increasing white refugees admitted).
• Those who want to assert dominance of certain types of Christianity (with some internal tension on whether that extends to Catholics/Protestant/Mormon/other beliefs)
• Those who want the government to pursue business friendly policies like lower taxes and lower business regulations.
• Those who want to leverage the government's power to win a culture war (bullying schools, libraries, Hollywood, the media, etc., into supporting right-wing cultural principles).

There is tension between all of these things, and there's tension within the Trump coalition. The business interests and the immigration hardliners jockey for position with Trump and his inner circle. The religious groups and the war hawks and the cryptocurrency scammers are all trying to advance their own agenda, too.

Not everything is going to make coherent sense. Not every idea is going to win, either. And if anything, the business side of things is less powerful than in the typical administration with several areas that are actively hostile to traditional Republican business interests (immigration, tariffs, pardoning securities fraudsters, shaking down corporations for donations or tribute).

It's important to recognize the tensions because those are also weak spots in their coalition. Defeating fascism will involve fomenting some internal tensions and peeling off different factions.