Also, how about make smaller cheaper pickups. These giant pickups cost a small fortune. A small affordable pickup would do well on the market, including an electric one.
The refresh jacked up the price, because, well, they can.
This is North America. With the exception of a few relatively small metro areas, if you live in the US or Canada, you must own a car in order to survive. They've got it; you need it. Pay up.
There's also the impact of CAFE rules. "Let the market sort it out" types often point to these as perverse incentives ruining the profitability of small trucks, but they forget that the automakers lobbied for the light truck exemption.
Publicly traded company gonna behave like a publicly traded company.
https://electrek.co/2024/10/28/fords-new-electric-pickup-riv...