Price seems to be creeping up. Car and Driver says $28K.[1] That may be related to "incentives".

This could be very popular with companies that need small fleets of pickup trucks. The ones that have company logos on the side.

[1] https://www.youtube.com/watch?v=iVeYjxQPdz4

Yea, incentives are currently about 7-8k depending on state so that sounds about right.