One of the reasons the F150 is the most popular vehicle in the U.S. is that its really like dozens of different models all under the same badge. F150's can have 3 different wheelbases, 3 different cab options, 3 or 4 different box sizes, 2 or 3 engine choices, 2wd or 4wd, times 3 or 4 trim level packages. And if one of those packages is not to your liking, you can order the a custom build ala-carte from the factory. On top of that combinatorial nightmare, there are add-on options like wheel packages, towing package, cargo bed liners, covers, floor mats, and lug nut upgrades.
Then there are all the aftermarket add-ons like toppers, winches, light bars, cargo racks, tool boxes, slides, drawers, headache racks, tents, campers, dump boxes, snow plows, and mud flaps.
Oh, and if that is not enough for you, upgrade to the next size up, 3/4 ton, 1-ton, dually, etc.
The popularity of pickup trucks comes from the fact that they are the most customizable vehicles on the planet. That is the secret sauce that Ford and GM have that no other competitors have been able to come close on.
Tesla has tried to pick one configuration to compete against. One of the more popular configurations, but its not going to make the bulk of truck buyers happy because they have become accustomed to having all those options and customization so they can tailor the vehicle to how they want it. To get the benefits of an EV truck, they are going to have to compromise on other stuff. That will work for a while, but you can bet Ford and GM are not going to give up on their competitive advantage of their ability to build so many derivative models. When they catch up a bit on the EV part, I think they will find a lot more success with traditional truck buyers.
