the Hummer Truck was the price point. It was a luxury mid-size truck that was competing with Tacoma. That was hard.

The majority of truck buyers are bargain shoppers. Where a person would pay a premium for the Hummer H3 SUV, they would NOT pay the same for the H3T.

You can see it now with other vehicles. The F150 is $28k the Expedition is $52k
Sure a Luxo Denali 1500 starts at $54k, but the Yukon will set you back $67k.

My point is, while the "luxury truck" is the "IN" thing, the lesser trim packages are what sells. Ford F150 isn't the sales leader because of King Ranch and Raptor, it's leading because of XL and the XLT.

So by targeting fleet-sales they can hopefully build a base and a brand to cover operational costs. Once that's met, then add stupid touch screens, chrome emblems, 22" rims, and leather for pure profit.

It's a smart plan. The question is if fleet buyers will opt for a $50k electric truck vs. a $20k gasser. And that will depend purely on economic justification..