But, they won't necessarily be competing against other new things on the market. My wife also rides horses and we got a $5000 20 year old F250 which is very basic but has been bulletproof, and it can tow. I imagine old, basic trucks, either cheap domestic ones or kei trucks will be what this thing competes against.
I hope it does well. This is the kind of design thinking that the auto industry needs.
Also I'm increasingly convinced that the Honda fit is what peak performance looks like. But when it dies you do have options - maybe a Ford Transit Connect or a Metris.