The thing I don't understand is that a huge portion of the Americans who drive pickup trucks do not live in the big expensive cities, but in rural areas with lo

The thing I don't understand is that a huge portion of the Americans who drive pickup trucks do not live in the big expensive cities, but in rural areas with lower costs of living, yet the prices are so high. Pricing pickup trucks at half to 2/3 of the cost of the house mortgage for customers just seems... stupid. They're pricing them at double the gas models in some cases and acting like they're luxury cars. If anyone were willing or able to cut back on automated touchscreen gadget headaches and offer a solid EV utility pickup, then EV adoption could be vastly accelerated in the USA.