as long as they can easily finance it. people pay unbelievably stupid $$$ for something unique.
Ford sells Shelby F150 for $150K and they sell every one they can build. you can build exactly the, or slightly better, same truck except for the Shelby name for $75K.

for that matter as long as they can finance it people pay really stupid $$ for most cars and trucks. they don't care about the cost. their only concern is the monthly payment. doesn't matter that they owe more than it's worth, they just buy something new and they roll the debt into the new car and they finance it again. banks don't care how much they owe. if the debt goes bad the government picks up the tab .