I bought a new F-150, XL edition (lowest) in 2020 for 29k, just for reference. On the Ford site, it appears the new models at a similar trim level are about 31k. Most people don't buy the baseline "work truck," which is what mine is (4x2, 3.3L, 8ft bed, short cab), but they don't have to be 40k. Add 4x4 and any level of trim and you're there, though.
For what it's worth, what I would call the "fake SUV" from Ford (the Escape) is listed starting @27k. The Explorer, you might call a real SUV, starts @35k.
