My grandfather managed a Ford dealership, and as a kid in 60's I worked there after school. One day walked into his office, he slammed his pencil down, was a little perturbed. Said he could no longer sell a plain work truck for less than $2000, even deleting the heater. ( was optional then in Florida )..He said farmers would not pay that for a work truck.
I see Ford is acknowledging prices are too high for most buyers, trying to find ways to build lower end vehicles priced for working folks.