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The price was the big one. It delivered at twice the initially advertised price. Took it from being very competitive with ICE trucks to costing much, much more.
If you figure that most pickup trucks in 2025 aren't really being used in the role that historically they held: inexpensive, no-frills utility vehicles
but as status symbols, expensive, large, luxurious vehicles
that's not necessarily bonkers. In fact, it's possible to make a vehicle more-desirable by making the price rise:
https://en.wikipedia.org/wiki/Veblen_good
https://www.reddit.com/r/cars/comments/ausbav/average_pickup_truck_prices_went_up_61_in_the/
I don't know if I'd normally cite wolfstreet.com, but they've helpfully graphed the price of a new Ford F-150 versus a Camry over the years:
collapsed inline media
The pickup truck is primarily selling to a different market segment than it once did. If the reason you buy a vehicle is to demonstrate to others who see you that you can afford to buy the vehicle...then having a higher price permits for the thing to be an even more potent demonstration.
The announced price was better than most EVs. I’m not interested in a truck but was tempted to preorder for the announced price and features. Now, years later, no effing way would I have followed through