What else has that much technology and R&D in it that sells for 10% profit margin (at best)?
If anything, prices should be higher.....you think the Big 3 are in their tight spot because of OVER pricing?? Uh no, it's called overspending combined with 0% financing, 10K discounts and "we will finance your black lab if he has a social insurance number."
Let's face it, things need to go back to how they were in the car world....financing harder to get, and higher prices. It keeps the sub-prime credit urchins in the $5K vehicles they SHOULD be driving, and keeps the guys who make $50K a year out of $60K F350's that they really can't afford even if there is 15K in rebates. I know that's a hard concept for many, but those basic principles are why the economy is in the state it's in; just extrapolate it through a few more major industries.