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The other side of the argument is that they can open up with a high price and go down... if they're not shifting units they can keep reducing every year until they hit the sweet spot. If they start too low, they lose the sweet profit they would have made for the suckers who've been waiting for 3 years for this car, with the potential to stretch their funds to buy one. People are willing to pay more to be first in line... the volume car manufacturers sell in launch week for any car is amazing, despite full RRP and full dealer costs.
There's also the wealthy who'll buy one because 35-40k is pocket change, and if it's a cool car with a good image, they might pick one up for their garage. So it looks like image and marketing is going to be a fair amount of win for this car.
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