I think with firearms we are probably getting a decent price, all things considered. As mentioned already the extra tax on a new complete firearm, plus the additional overhead to cover liability suits, lawyers, lobbying efforts, and in the case of some manufacturers, factory relocation costs.
I don't think its right to compare firearms with a car/truck though, because new firearms can be purchased by a retailer through a distributor or wholesaler, where in the auto industry to buy new as far as I know its through a franchised, branded dealer, so that limits competition greatly.
20 years ago one could go buy a basic pickup, vinyl mat/seat, manual windows/locks, no A/C just the basics. I don't know if that's even possible today with all the integrated stuff in them now, but I can still go buy a basic firearm. Sure if I want all the high end stuff I could pay someone like Ted Yost or similar several grand for the extras, but a local FFL will still sell me a basic firearm. The couple of salesmen I spoke to about a price on a pickup weren't even interested in selling me a basic one, just the high end stuff sitting on the lot. Im still driving a basic one 20 years old (bought it 19 years ago).
Even more so with firearms, we have some good lower priced stuff now that I don't remember 20 years ago, like a savage edge for around 275-300 bucks. So hopefully that part of the market will continue to improve over time.