Both the Bergara and the M18 have been designed and targeted as a cheap affordable hunting rifle. Tim Pilbeam did a review of the M18 alongside the original VW Beetle. The Beetle was a cheap affordable car for the masses. It was simple, no thoughts on luxury, not very powerful but got Germany and much of the world moving again. But it was never a Mercedes, Jaguar etc.
The Bergara and M18 are priced for somebody who wants or needs a rifle to shoot Deer or Vermin, doesn’t have or want to spend much money. It will spend most of its life in the Pickup, on a Quad bike, in a boat, on a snowmobile or in the cupboard and taken for once a year deer or boar hunt. Most will probably shoot a box of cartridges a year. Most who buy them wont be rifle nuts, but people who simply need or want a gun that goes bang and hit a deer sized target at 100m. And both will do this very well.
In the US you can buy them new for $400. So they are probably built and sold wholesale for not much more than €200 a unit.
In previous generations our fathers and grandfathers would have used military surplus mausers, springfields and enfields in same way.
Or to put it in terms of car, the M18 or Bergara are the Skoda, Seat or the very basic Golf. Good, solid and will do the job. But they are not a GTI or an Audi - but they don’t cost that sort of money.