For a company there is much more to the cost then just the materials, food for thought.
Agreed. Many feel boats are over-priced but after reading A LOT on the topic on other forums I don't think it's as lucrative as people believe. The investments needed on their factories, tooling, personnel, debt service etc. make up a large part of the expense of a boat, not to mention the parts and labor. A free market and lots of competition usually ensure profits are not unchecked, and in the boating world I feel there is more choice now than ever.
That all being said, territories set up by manufacturers restricts a true free market, so there is that. And for sure demand for a particular unique product can lead to significant mark ups. For those old enough to remember when Mazda first released the Miata everyone wanted one, and dealers were able to mark them up 50% to even more than 100%. I think the same could happen with these new Ford Broncos.
But Benny prices aren't completely out of whack in my opinion, especially given the quality and 10-year warranty costs they have exposure to.