I know you don't believe me but it's true.
Automotive sales numbers are public information. Every single time a VIN is stamped into some metal, that record is public. The gradual decline in the sale of small, simple, cheap trucks is well documented.
People want full-sized trucks.
People say they love manual transmissions, too. They walk right past the manual Tacomas and Jeeps and buy an automatic.
People say they love station wagons. Then they go to the Volvo dealership and walk right past the V60 and buy an XC60.
People say they want a cheap car. Then they walk right past the base model Corolla and throw down $50k on a Rav4 Limited.
Only enthusiasts and weirdos like me will buy one of these.
A company whose audience is enthusiasts and weirdos must charge a shit-ton to stay in business. $20k isn't a shit-ton and if their strategy is to make up the difference on upgrades, they're not selling cheap trucks anymore.
I know what Americans, in aggregate, want. They want a big-ass SUV with heated and cooled seats with a screen that stretches across the entire god damned dash, 360 degree cameras, RGB mood lighting, 47 speakers, and second-row captain's chairs that make getting to the third row easy.
I own 3 cars, a Fiat 124 (MANUAL) Spider, a Volvo V70, and an Alfa Romeo Giulia.
But I am a weirdo, and because of this those companies are about to go extinct (in the US, at least).
I'm the guy that ran OS/2 and BeOS until the bitter end. I prefer writing software in Ada. I had a Saab.
I am literally and actually a subject matter expert on this shit.
I know what normal people want, and this ain't it. I know this because I want it.