Because it is weird. It is a truck but does not have a practicality of a truck. Awful lot of money for it when it was new. 

It was incredibly overpriced and luxury trucks weren't in fasion yet.

Back in 02/03 only available in 2wd, crew cab. Extremely high priced (for the time period). $53k and they weren't very practical. And you just don't associate Lincoln and Pickup Truck. Even saying it now, my mind is saying "does not compute." lol {pear}:laughingoutloud:  

Fun fact:  Lincoln back then found out many of their owners also owned a pickup truck(s) so they decided to come up with with a Lincoln branded pickup truck.  Why not, right?  Except it was a flop:  It was >$20,000 more than the F-150 truck it was based upon and no one really asked or wanted a luxury truck back then.