That hasn’t been true in automobiles in about 40 years
Cost to manufacturer a modern car is around 80% of sticker, roughly, if not higher
Trucks sell for a premium because of demand is stupid high on them, every guy or gal thinks they need one with 4 wheel drive. That is why
I also would never buy a ford or GM anything, total garbage these days
So the consumer's willingness to buy something shouldn't dictate the market? Who is the arbiter that will decide which goods and services a person can purchase? What about people who think they need to own a gun? Or a boat?