The big oems across the board have been great at convincing people they are looking toward future tech while only releasing new combustion pickup truck and SUV models. They want the excitement for the investors and public that electrification brings but they also want to sell super simple 50 year old V8 motors in body-on-frame trucks, something has to give.
The 2018 auto show is a great example, the big three refreshed all of their pickup models without any news on production or prototype ev's. The "investments" dont mean much if they are minuscule compared to combustion development.
Granted its what people are buying right now but they are not really putting any compelling alternatives out in the market.