It was like that most of last year too. I could have gotten almost 6k off of a fully loaded Limited back in April. In hindsight I should have jumped all over it but I was too stubborn.
I feel like there were a couple of reasons for that
1. It was a few years ahead of its time. Had it launched 2-3 years ago it might have done better
2. The name. Had it been called anything other than Explorer, it probably would have done better.
Short answer: both
Like the car though, it's bolder than anything Buick has done in a while. Like Richard alluded to though, what would be the market for it that Camaro and the V-cars can't cover?