$29 knock me down I was sure this thing would run north of $50K. They'll probably sell.
$28,500 (before destination) for the no option, 2 door, manual transmission model that no dealer on Earth will ever have in stock.
After that, it quickly jumps to $35,000+.
Don't get me wrong, it'll sell, especially initially, but it's not a "budget" vehicle. I doubt it'll dent Jeep sales.
I'm on then fence. I think Ford is trying too hard on two fronts. They're trying too hard to out-Jeep Jeep with brochures full of crawl-ratios, creeper gears, and locking differentials. It is also disgustingly retro, which is kind of funny given the disdain for previous retro vehicles (Thunderbird, SSR, HHR, PT Cruiser, New Beetle, etc.). It suffers from the same problem the current Challenger and 5th gen Camaro had: It's too thicc. It's like someone took a Bronco, but a schrader valve on it, then over-inflated with too much air.
Reality is, just like Jeep , it'll be a "lifestyle" vehicle, purchased by people who like off-road fashion more than actually going off-road.