This is a truck designed for people who don't need a truck but would like to appear as though they do. It's like a fake status symbol of being working class for someone who buys 40k plus vehicles but wants to downplay their wealth. Basically for the Range Rover crowd except they put a bed on it to show how serious they are about its truckness.

Can't really see anyone who relies on their truck for actual work wanting something like this and the product page is clearly geared towards more outdoor recreational types (Eg. Pics of the camping top extension and towing a weird looking camper or futuristic dirt bike). Compare to Ford and Chevy marketing.