Having worked in way too many places, this is generally how it works:
Offer a "entry level" option. It has the lowest margin. 20K - usually 'bargain basement' with limited features.
Offer a "complete" option (fully loaded, this thing is $35K+ - First Edition w Gas, AWD, FX4, Tow Package) but has the highest margin.
Now, you offer the 'decoy' trim - somewhere in the middle, but priced high enough the "complete" option isn't a huge jump, but it has common features people want, but still lacks a lot compared to the full model. It will come in around 30K or so.
This is common in most retail establishments. It makes that $5k look like a 'doable' option for what amounts to another $35/mo in the payment (which is the phrasing they will use - "you can handle the extra $35 a month, right?". It's the old 'this is too basic', 'that has what I need', and the 'its only a little more, so why not go all out?' thing. It's a subtle 'dark pattern' thing. As a side note, this is also why many fast food places ask "medium or large", then say "you could go large for 40 cents more" to push you to the higher margin item, and never mention the 'small' anymore.