Marketing. Plain and simple. The fact that you can peel the top and doors off in the summertime is part of the appeal. It's a look that screams adventure to some, even if that means they never actually turn a tire on dirt. They want that look. The same could be said for Jeeps in Florida or back east where there is little to no public lands to wheel on. But they can order the gee-gaws and gadgets off of Amazon, Smittybuilt, and any other outfit that sells garbage so they can look even cooler than they are stock. Ford is going to capitalize on that same concept too as they've partnered with many of the same aftermarket companies for accessories too.
Jeep has mastered the ability to sell a crude solid-axle dinosaur to the public for a very long time. I've driven enough JK's that have come through the dealership to know there would be no way in hell I would daily drive one. I know the JL's are better, but still, it's a dinosaur. A very advanced dinosaur for what it is, but I don't like the way they handle and on top of that, they aren't that comfy for me to drive. My sister in law in Buffalo NY bought a new JK a few years back and I can vouch at most it's seen a dirt road. To top it off it's a friggen Rubicon that probably hasn't had the lockers engaged. Well maybe in the wintertime because they get dumped on with snow there. But actual off-road time, no, never happened yet. But it proves the point that if Jeep is able to market like the JK and now the JL/JT where a 50 something white gal in Buffalo NY is willing to shell out the money for a full blown Rubicon, they got the marketing thing down pat. Ford is hoping to have the same ability and by the pre-orders they are getting there.
