He'll charge what the market will bear. There's apparently plenty of folks who would rather spend their money on a hot rod JK than a new porsche. They've invested a lot into development, getting around regulations, etc. They sell a slick product that looks factory built. Compare their prices with Icon and they're obviously shooting for a similar market. I'm not in that market! I can't afford an XJ right now, and probably won't ever touch a RubiTruck. I'm ok with that. And I'm damn glad that people are buying his stuff. Good to see locals succeed.
