It’s going after a minuscule niche market of people who would actually drive that atrocity around, mostly people who don’t really have any need of a truck.
If they made it at least half-decent looking (doesn’t have to be exactly like a regular pickup in appearance even), it would attract a much wider market, and a lot of young people in the trades and construction industry in cities would be interested in it, especially at reported price. The people who drive Japanese trucks like Toyota Tacoma and Tundra, Nissan Frontier and Titan, etc.
Their competitor, Bollinger, is putting out a much nicer looking electric truck (the look I would have hoped for the Tesla), with pretty amazing off-road capabilities (lower specs than the Tesla on towing/torque/hp though), but at a ridiculous starting price of $125k
And Rivian’s upcoming electric truck looks most conventional of the 3, starts at $69k apparently, but won’t be out until at least 2021. Has similar capabilities to the Tesla it sounds like.