The grille lettering will SCREAM to the guys that already own F-150s though. You know 'em, the ones already wearing the greasy Ford Racing ballcaps wherever they go. And if they wear a cowboy hat, they have a Ford manhole cover........err, I mean belt buckle. And that's one heck of a lot of people.
I would have loved to have seen Dodge go into production with their T-Rex offroad concept vehicle of about 10 years ago. Lifted 6X6 Dodge Ram, all solid axles.