Because the people who buy Rivian aren't people who would buy an F-150 even if electric. And the current F-150 owners aren't going to switch to an EV version f

Because the people who buy Rivian aren't people who would buy an F-150 even if electric. And the current F-150 owners aren't going to switch to an EV version for cultural, ideological or practical reasons related to their particular use (i.e., towing in rural areas). So, who is the F-150 Lightening target market?