My range rover stickered for $90 and my lx470 was close to $70 or $80, granted, I paid pennies on the dollar
And you are right...most original owners will have a Defender, zGwagon or Wrangler if they want to play in the dirt, but manufacturers are still aware of the brand image which is propped up by 2nd and 3rd owners. Toyota is starting to promote the 200 series now, which is a good sign and long overdue.