Rivians and lightning are doing just fine. If had nothing to do with being 70k. Those cars and trucks are straight up middle class buys that are popular.
It absolutely boggles the fucking mind that none of these genius CEOs have been pushing for a electric Ford maverick sized pickup after seeing the runaway success that has been. Doubly now seeing that sales of the lightning have plateaud. But I guess none of them want to be the first ones to prove the point that you can build a good reasonably sized useful electric car and make money on it if you are willing to take a hair less margin on each one.
If they came out with an EV Maverick I'd be thrilled. I have a Model 3 right now mainly because I can't afford an EV pickup truck that actually exists (don't get me started on the Lightning's "Pro" trim).