GM and Honda were (still are?) fond of hydrogen fuel cells a few years ago. While millions where invested in the power train part of the equation, few seemed to ask how much the fuel will cost...
Offering a unibody 4WD/AWD vehicle to compete against a century old tradition of body on frame.
Following a popular trend? I don't see the risk in that.
May I suggest:
Every once in a while I discover a rally version of a car that I never pictured to see flying over a sand dune. There are the most recent ones: