You’re thinking of this as a single product, standing alone in the market. Ford is a brand, and is trying defend their flank with this vehicle. They care about

You’re thinking of this as a single product, standing alone in the market. Ford is a brand, and is trying defend their flank with this vehicle. They care about many more factors than this truck selling for every cent it can, selling a $110k pickup (or whatever, I use early model x pricing as the baseline) would damage their brand with the people who buy these trucks.