Perhaps this is regional but I strongly disagree that ford doesn't have strong brand identity in trucks. Wars have been fought over Ford v Chevy in parts of Texas :)
"First on race day" [1] ain't about trucks. I'm not saying that the Ford brand isn't recognized for trucks. I am saying it's diluted. Ford is still going to make cars and so the brand identity will continue to be diluted. Even GM has GMC as a truck brand (and at one time Hummer). Fiat Chrysler has Jeep in addition to Ram.
[1] "Found on roadside dead" is more neutral.