That might very well be the average markup the general public is willing to pay, but don't discount the niches that will tolerate a much higher premium - these

That might very well be the average markup the general public is willing to pay, but don't discount the niches that will tolerate a much higher premium - these will provide the initial traction. Someone that is legally blind might gladly pay an additional $40k on top of a $30k car. So might someone with a two hour commute, or that likes to get drunk a lot. How much is it worth to have police cars that can drive themselves back when an officer is injured? Maybe the asking price, maybe not. But you can be sure it will be considered. Segmenting the market based on need, versus average car spend, seems to me a much better way to look at it.