I had to re-read that klahanie; at first I thought it said "you'd be hard to get one for less than $100k" but now I realize they mean the exact opposite; even fully belled-and-whistled, you won't hit $100k. I blame the lack of coffee this morning!
When I do a VERY quick build-and-price of it's competition for folks like us (The 4-Runner, the Ranger, the Gladiator), the Ranger comes out in the mid- to high- $60s with the tremor, but you'd need to spend another $3-$5k on a cap which would never be quite water and dustproof. The 4-Runner comes in at the low $70s as does the Gladiator (which would also need the cap treatment to make it comparable to the Gren for cargo protection, and it would never be quite as good as a proper wagon). I don't have time to do more but I've done this a few times, and it always makes the Grenadier seem more competitive for what we are getting for the money. None of the above vehicles have the same payload or towing capacity, for instance.
I'm not saying it's the same -- if "you'd be hard pressed to hit $100k" means that with all the options you are at $98k, then we're talking about over $30k difference, which is significant. But even built out to the max in terms of capability, the competition still doesn't quite match what the Grenadier is offering. For the right buyer (like me) that extra 500lbs payload, 700 lbs towing, and the wagon configuration is worth a bit of a premium over the others on the market. Maybe not a $30k premium in my case, but mine isn't spec'd that high and I am comfortable paying $10-$15k more for the Grenadiers capability over what I would get in a Jeep/4Runner/Mid-size truck.
I also think the Aftermarket will allow us to "up-spec" a Gren with things like racks, snorkels, bumpers, etc. for potentially a good bit less than one can get those same things from the Factory.
