Only real player in that market and the setup is pretty interesting. Compact, fwd, good economy, decent utility, four doors, unibody...checks a lot of boxes. They'll sell just fine to those younger than members of this board and those in the more congested, northeast, part of the country.

Ford isn't selling this truck to Moparts members, just like Harley can't make a sale to a young guy. It's going to do pretty well in a younger age group, you can't expect every truck out there to be $40k-$50k-$60k and hit the full gambit of buyers. Folks that think people are buying this truck to "make a living with" are missing it.

They'll also probably design protect for some MachE commonality and get to a viable EV version rather quickly. Ford's goal is to hit 40% EV by 2030, they better get going.