People who buy trucks because they need a tool to do a job? The guys who buy one instead of getting hair plugs are commuting to work at 85mph but people who actually haul things tend not to want their cargo getting damaged. This isn’t the vehicle for someone doing long distance towing but it’s a great choice for someone who wants to carry cargo around a farm, supplies and tools around their local job radius, carry bikes or surfboards, etc. and the modest size means they’re not only saving a ton of money up front but also paying less over time since it’s cheaper than gas and they can charge without a special trip.

The guy who mows my lawn drives under 100 miles a day, doesn’t need a huge cargo capacity, and certainly doesn’t want to overpay for a work truck. I’d bet there’s a sizable market of people like that.