We need custom hardware for this product. How would you decide between an ASIC and an FPGA?
Compare a large one-off engineering cost against a much lower cost per unit, and set the break-even volume from those two numbers. Then weight it with what a mistake costs: an FPGA is reprogrammable and ships sooner, an ASIC is smaller, faster and cheaper per part but a functional bug means a respin measured in months.