They are marketed as luxury trucks my dude.

They weren't, though. First it was originally supposed to be $40k, and then when they couldn't do that they put a lot of "projected fuel savings" BS into their pricing page to make it look much cheaper than it actually is. If they were genuinely trying to market it as "luxury" they wouldn't be chasing so many Government sales.

It ended up with this "luxury" image entirely inadvertently, because it's not fit for purpose and only a rich idiot would ever buy one.