Why is that? Light duty trucks and SUVs outsell cars in the US. They are comfortable to ride in, have better leg room and head room, and have a heavier duty frame that enables them to haul and tow more as needed. You can fit a plow on many trucks as well in snowy regions.

Electrifying them has only upsides with the exception of road weight and range, but I'm repeatedly told that's not a problem for cars anymore.

Granted, the F150 lightning hasn't done well compared to Ford's expectations, which might say a lot about the reality of range concerns (especially when towing).

They pivoted from pure BEV to bet their future on Hydrogen FCEV trucks. They were a flop and that's what sunk them IMO.