I don't want to know the price, but this is probably a good thing--car manufacturers producing sim-rigs (or collaborating with companies to produce a branded rig). It exposes more people to, and increases the credibility of sim-racing. Maybe Schmee150/Tim will buy one and feature it on his channel.
...and what simulator is on the screen?
Around €60K, $75K (but that's without shipping, duty costs etc )