Its more like an OG Land Rover defender with a modern drivetrain.
they are making about 35,000 a year. And theoretically the base cost is around 70-80k based on UK pricing versus comparable vehicles.
Its expensive, but not really out of the range of what these sorts of things go for these days. It will be more expensive than a wrangler rubicon but not by much, likely comparable to a top end Bronco? Ish.
Pickup Ridgeline version coming eventually. Maybe only to Canada not the US because chicken tax.