Someone who would be buying
one of these, but are shopping
these because, "Those hamster commercials are, like, so cool!", would be interested in it if it had the right marketing.
Yes, I know, the pricing of those are a bit off, but the point is it shouldn't be treated as though it would be as practical as a pickup or even a wagon. It should be treated as no more practical than a small car, just cooler, and priced based on "small car with some coolness" rather than "competing with pickups") - Priced a touch under the smaller crossovers should do it. It doesn't need to compete with the $9999 on sale F150 - that wouldn't even be on my target buyer's radar. It's too un-cool and too big.