[Vesper Martini]

I've said it before when other new models have been introduced. it looks to me Ford believe their new lineups and pricing are sitting just below the premium Brands.
obviously there is resistance, especially when comparing to previous Models.
Endura is compared to Territory (perhaps that's why they didn't transition straight away)
some were ever comparing its pricing to that of a Falcon.

They are not interested in the bottom feeders it seems

will they succeed? time will tell.

If its too expensive maybe look at the Korean Brands, but you may find the equivalent Hyundai is no cheaper.