Because its a Fiat and Fiat haven't the same perception of quality a Ford has.
And yes, the perception of quality dictates price. The reason why a Mercedes Benz badge on a Renault Kangoo commands more money. Badge appeal sells. Buying a Mercedes Benz has become very popular among companies that want to convey a more upmarket image than those who tool around in Renault Kangoos.
In my motor trade days I worked for Citroen. In those days Citroen, Peugeot and Fiat shared rebadged variants of the same vehicle.
They were exactly the same vehicle but with slight cosmetic and badge differences. They were built in the same factory on the same production line by the same assemblers. But the public saw Fiat as the lowest quality and Peugeot as the highest. Fiat used the identical diesel engine (JTD) that Citroen/Peugeot used (Hdi). Even although it was the identical engine, the Fiat engine returned a better MPG and was marketed as a better engine with multi point injection. But the reason why the Fiat did better was that the Italians were allowed to do fuel economy tests in an enclosed, temperature controlled environment on a rolling road. Peugeot and Citroen were governed by French rules and had to do a fuel consumption test on an open road, both ways. The return had to be within 15 minutes of the outward test.
When the first Ford Connects stated to be sold in the UK in 2003 the public saw it as a superior van to the Citroen Berlingo/Peugeot Partner. But just because Ford marketed it as better didn't mean to say it was. Most of those Connects have gone due to rot where the galvanised 'chassis' and floor pan still show no signs of rust on the Berlingos. Ford also tried to market the 1.8 Tdci engine as better than the Hdi even although they were the identical engine made in the same factory.
Ford struggled with the Tddi and desperately promoted it as an engine that would never smoke. Unfortunately it also back fired because the Tdci did smoke under heavy acceleration and high engine revs the same as the Hdi engine did.
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