Here is the scenario.
Small UK company, owned by a Malaysian company, needs to do something to turn around their financial situation. Sees USA market as critical to their viability. Presently sells one niche car that is expensive and getting long in the tooth.
Car company decides to bring over a less expensive car with good performance specs. Some issues with Malaysion company over money, but eventually the project is greenlighted. Company claims it will bring over a car under $40k and starts down development path, committing a large amount of money and possibly the future of the company on this.
Company thinks it has done it's homework and expects people to like the car and want to buy it. But company is also aware that the market for the most part might not know who they are, and sees the USA market as one that has a lot of other choices. It does not want to make any mistakes here. There is too much at stake. Company wants to make long term customers and wants the cars sold at MSRP.
Company is glad to see early buzz about the car in the USA an also some early waiting list entries. Development continues. Company juggles comfort, weight, regulations, performance, and price in the development. Company knows not everyone will be thrilled with every decision, but they want to hit the sweet spot on this one.
In the meantime, the value of the pound/dollar changes. Each car will now end up really being about $7000 more expensive then earlier projections. Financial projections are wrong. Company will not be making enough on each car. Company wants to not start off as being unreliable on what they said they would do. They fear a backlash if the car is substantially different in any way including price. Plus they already have orders in hand. What to do?
Company decides that under $40k can be very close to $40k and that will be okay. And if some options now cost more, that is okay too, because the base car is still under $40k. Some items that might have been standard, get moved to an optional package. Company hopes to make up some of the lost dollars by selling more options and packages.
The car becomes a huge success, even months before the official unveiling. Many dealers have a year long wait list. At the unveiling at a major auto show, the wait list for the entire production is getting to be about 18 months and soon to be 2 years. Reiews in magazines are glowing. It is the hit of the auto show.
This level of success is almost unheard of.
The company, and it's parent company, think about this. From a business point of view, there is a product that is enjoying a huge sales success, that is not making enough money for them. What should they do?