Why was it so ugly? The front lightbars execution looked cheap and toy-like. Expecting awesome designs for future Ford electric trucks lets go!
If anything the vehicle was designed more for aesthetics than for practicality. There is no engine up front. There's no need for all of that space in front of the driver. It's entirely possible to engineer crash resistance without needing 4 goddamn feet of crumple zone. They could have had both a crew cab and a full size bed. Or the short bed but a more practical size.
Same reason they shot the Volt in the back before it even hit the production floor.
They want you to get made fun of by your foreman for driving it,
so they sell very few,
and they can shrug at the government, or whoever, and say “See? Toldja nobody wants any.”