The average price of a new car in the US is ~$48k. This car competes against new cars, not old, used cars.
https://www.consumerreports.org/cars/buying-a-car/people-spe...
I don’t know anyone who would hesitate at $15k considering current state of the auto market. I do know there’s lots of middle class and below who would finance it and give it a chance, versus a $500-$1000 monthly note at current vehicle prices and interest rates.
https://www.cbsnews.com/news/auto-loan-average-payments-2023...