This is a new Truck solutions sales site a few towns over from me-I remember when it was a Lincoln/Mercury and Merkur dealership in the 1980s LOL https://allamericanfordinpointpleasant.worktrucksolutions.com/VehicleSearch

I think bzcat is right on the mark.  And, Ford's strategy is apparent looking at their Pro Dealers.  You don't see the large 'Ford Truck' center commercial dealers anymore that sold everything up to class 8, open all night, located near major interstate highways, etc..  Ford Pro dealers are targeted at smaller fleets, and are primarily light duty up to class 5, and are usually part of a car/light truck franchise.  That's where Ford's market is, and if they can sell a few class 6 and 7 trucks to their targeted customers fine.   Good point about Isuzu as well.  Some years ago (at Roger Penske's behest) Hino went into the class 6/7 conventional market with some success.  Isuzu actually followed for a short time with a Isuzu-badged version of the Chevy Kodak with an Isuzu 6HK1 diesel in it, but very few were sold.  Since then Isuzu has struggled meeting demand and focused on class 3 through 5 LCF's.  Isuzu has relied on both GM and Spartan Motors to assemble their trucks in the U.S. for many years, but is now building a large new plant in South Carolina.  I expect Isuzu to gain market share and explore new commercial truck segments when that plant comes on line.   

Bloodbath is definitely the best description you could have used. 

File it under things we already know, but this list complies all EV models into a single chart: It's largely a bloodbath aside from some new models   Q2-2026-EV-Sales.KBB-Counts.pdf  

I was finally able to get my hands on EV numbers to fill in the Rivian/Tesla gaps for Q2:  

Ford clearly knows they only want to participate in a particular slice of the Class 6-7 market. It's reflected in their product strategy.    From the outside looking in, it seems that Ford is happy with fleet customers that have large Class 3-5 fleet and only need a handful of Class 6-7. These customers are incentivized to keep their fleet and spare parts simple by adding F-650/750 since they are already a big Ford account. Daimler and Paccar are targeting slight different customer that have large fleets of Class 6-7 (or maybe even Class 8 ) and dedicated diesel shops. Hino looks to me is really trying to exploit Isuzu's weakness beyond Class 5 and lack of front engine options. 

No details yet, but the tentative agreement is also confirmed publicly now...   Unifor Reaches Tentative Agreement With Ford    

Perhaps on cue, this article comes out:   Blue Oval Outlines Its Intended Midsize Ford EV Pickup Customers      It notes that the EV pickup is aimed at "value-conscious buyers, tech-savvy younger drivers prioritizing digital features, and the mass market demanding a reliable, tech-forward daily driver."    

Ok but that has nothing to do with advertising.

Omg this just keeps getting dumber. No wonder that company is such a clusterf**k