TL;DR: US manufacturers seem to favor the luxury market due to margins, but that might change To my understanding, there are two main demographics: * truck as

TL;DR: US manufacturers seem to favor the luxury market due to margins, but that might change To my understanding, there are two main demographics: * truck as tool (you and I) * truck as identity statement & luxury good Sadly, long-running vehicles don't fit the short-term stock price boost margins on luxury features seem to offer. As a result, we've moved past heated seats to focus on: * ever-growing size * tailgating accessories * touch screens and voice assistants However, even the target market for this seems to have its limits. I've seen a forum thread where people are asking what the point of Alexa is[1] if it doesn't integrate with anything. If you look at the "Similar threads" section at the bottom, there are plenty more Alexa sync issues. Maybe people will get fed up eventually? [1]: https://www.f150lightningforum.com/forum/threads/is-alexa-useless.15139/ https://www.f150lightningforum.com/forum/threads/is-alexa-us...