I remember tons of folks saying:
"Dealer lots will never be full again". "You will NEVER see long term 0% or crazy discounts ever again".
Remember like it was yesterday lol.
Manufacturers are stupid and greedy.
Lots of plant manager and VP bonuses are based on units produced or sold, not necessarily margins on the units.
They also get hyper scared of missed opportunities and conquest sales. They'd rather sell you a F150 for a loss then lose their "best selling truck" status even if being #3 means they are more profitable.