Perhaps a more direct answer to the OP’s question can be found in the often stated belief that Ford Motor Company made a $5,000 profit–on average–on every Ford Explorer that they sold back in the days before safety concerns about those vehicles were raised. The same sources that claimed a $5k profit on each Explorer also stated that Ford made a $10k profit on each of the pricey Lincoln versions of the Explorer.
So–if you can find the list prices for Explorers, circa late '90s, and subtract $5k, that should (in theory) tell you how approximately much it cost to build and market one of those vehicles back in those days.
Does this data bear much resemblance to today’s market conditions for the auto industry?
Quien sabe?