The price averages most likely also include "fleet" sales, hence lowering price. The main thing is that over the last 30 years, passenger cars went up 22% and pickups 163% ... doesn't take a great mind to realize your getting scammed.
The whole auto industry is slowly going through revamping, and product irreverence. It's all about adjusting towards: alternative fuels, ride-sharing, car-rental sharing, public transport etc. People in urban markets don't see a car as relevant anymore.