I think it was doomed from the start being essentially the biggest thing in the Baja->Maverick-Ridgeling market segment.

I think they crossed a size threshold where they lost most of the upsides of that "not a traditional truck" market segment and gained a lot of the inconvenient downsides of the traditional half ton and larger truck market segment.

Then again, it's not like the Ford/Chevy/Rivian equivalents are flying off the shelves...