Dodge, once again, seems to be winning in this area. They were making the Ram Boxes as an option in the bedsides of newer Rams. I swear, Dodge does ALL of the coolest stuff in the auto world these days..
Huge supercharged engines and they're stuffing them in to anything they can. The Hellcat, Charger, Dart, Challenger, Durango 392 hemi, Hellcat SRT, Durango SRT, Ram Rebel, and now the Jeep scene is even seeing Hellcrates being used in concepts. Solid axle rigs. Bedside toolboxes. A split tailgate that's very unique. Trucks with factory winches and actual useful recovery points. Their towing line-up is unmatched and has been the go-to for industry for ages. The new Jeep J6 concept would sell like hotcakes if they built it for the public. If they do I'll abandon Ford Rangers other than my little hotrod 87.
https://www.ramtrucks.com/ram-1500/multifunction-tailgate.html
Ram Boxes with internal glow in the dark child-safety latches. Waterproof but still drainable, LED lighting, 115volt outlet, remotely accessible with key fob.. Badass beer coolers..
Dual pane Ram sunroof
Ram in floor storage bins making use of otherwise unused space.
4 link with coils
eTorque mild hybrid system replaces the traditional alternator on the engine with a 48-volt battery-powered, belt-driven motor generator that improves performance, efficiency, payload, towing capabilities and drivability. Available on any engine package on the Ram.
Active air dam for increased fuel efficiency..
Active grille shutter..
Active air-suspension with auto-leveling..
Deployable bed step..
Heated front seats and steering wheel..
Dodge/Jeep just seems to build much more of the stuff that customers want. They're not afraid to stretch the limits and think outside the box. Ford just seems like the bean-counters or project managers has everyone by the balls. The result is nothing cool that customers actually want gets built.