But if you get too feature-rich, you price out the folks that are going to buy it to haul lumber, family, whatever, and then build it for wheeling later, and you lose a ton of market. That's why its got to be a builder. Build it with potential that can easily be exploited. Toyota did this, with rock solid axles and drivetrain components and simple suspensions (until they went IFS) that could easily be modified. The problem is that they did the linked suspension, lockers front and back, end-of-the-world capable drivetrain... and then priced it out of the reach of common folk. Heck, FJZ80's are still expensive and get horrid mileage. Take that concept, make it fuel efficient and make it affordable for mere mortals, and you have a whole world of opportunities.