Burners are a sub market, but I'd put a lot of Burners in a cyber-redneck category. The people who go early, shoot ARs/AKs in the desert, blow shit up, do preper stuff, etc. would fit right in with regular rednecks. Just don't bring up Trump.
It’s brilliant marketing. The pickup truck buyer population is mainly men who are like 70%+ loyal to brand and who give 2 shits about saving the planet.
I think he nicely crosses hummer and pickup truck markets.