The secret that Ford relies upon is that there are no work trucks. The vast majority of pickups in the US will never go off road. They will never pickup a load of lumber from a mill. They will never tow a rescue boat to the seaside. They are all lifestyle trucks. The lesser Ford pickups are cheap because they are essentially cars with large trunks and raised "high command" seating. The more expensive Fords are capable, but are still far more likely to be parked in a suburban garage than on a jobsite. Their sound systems cost more to manufacture than all their optional towing equipment.

The secret sauce is to make a truck that looks and sounds tough enough for use in the bush but that in fact is cheaply constructed enough to sell to the masses. I'm not sure Tesla's efforts hit that Ford sweet spot.