Well, with low interest they were able to raise prices and keep people in their monthly payments they needed. However, to protect residuals, they cannot lower MSRPs when interest rates rise. Look what is happening with Tesla.
Their only option is to throw money on the hood, which we are seeing more and more of now. Or offer lower interest rates, loosing on the back end. There is a lot of margin in these full size trucks, they can easily afford to sell below invoice and still make a hefty profit, but these days protecting their profit and investor dividends is going to curtail that a bit. Hopefully, as sales drop, those other things will help balance it out.
The only thing that worries me is manufacturers have been getting a taste of producing less volume while charging a premium on higher trim specs, this allows them to maintain profits while expending less on production, labor and materials costs. Gives the consumer less options however.