Ford made the Ford Ranger EV 1998 to 2002, then the Ford Focus Electric from 2011 to 2018 before switching to the Mach-E. They are not "new at it". They're just bad at it.
That's not true. The market is not ready for mass adoption. We are barely getting past the "early adopter" stage.
There is a thing called the Technology Adoption Lifecycle. It recognizes that there is not really one market, that there are actually five markets with five distinct sets of customers with different means, different requirements, and different perspectives. We can simplify this for discussion by reducing the first two markets to the "early adopters" and the latter three markets to the "main market". Between these two is a "chasm" that is notoriously difficult, and time consuming, the cross.
The early adopters tend to be far wealthier, they tend to own homes that be updated with their own chargers, these home tend to offer shelter to the vehicles from extreme weather, etc. The preceding makes them ideal customers for a new EV offerings in general. Now add that they also tend to be less risk averse and willing to try new and unproven things. They are now idea customers for the new and emerging EV technology.
They can afford the higher price tags.
There is very little range anxiety as they top off their batteries to full each night when they park in the garage.
There is very little cold weather anxiety as their car is protected in their garage overnight
There is very little anxiety of expensive repairs, the lack of small local inexpensive repair shops.
They can afford a mistake, buying a technology before it is truly ready for the mass market.
Much of the main market simply can't afford the more expensive EV vehicles. Shortages of chargers and unmaintained broken chargers generate legitimate anxiety, as the Ford CEO's charging problems demonstrated on his failed "road trip". As did last winter's example of EVs that failed to start in the morning after exposure to harsh overnight conditions. The main market is terribly innovative, they want to see a reasonable timespan were the new technology is largely working, working for people like them, not people in some idealized situation. We aren't there yet.
We are only now attempting to get past the early adopters, and the chasm between them and the mass market is not built yet.