Come on Jeep, build a Wrangler pickup already
At the time, the pickup was known as the CJ8 "Scrambler" and Jeep was owned by the now dead AMC Motors company. When Chrysler bought Jeep in 1987, it updated the CJ's to the Wrangler model, but the Scrambler was never replaced.
The thinking was that since Jeep was now part of Chrysler, and Dodge was making pickups, a Jeep pickup was seen as competition between two Chrysler products. What Chrysler didn't know, and might still be ignoring, is that loyalty to Jeep is strong and distinct. While Jeep is a brand of Chrysler, being a Jeep owner doesn't necessarily mean you are a fan of Dodge or Chrysler. A Jeep pickup would not be any competition for a Dodge truck. If a Jeep owner also owns a pickup, it could be any brand.
Wranglers are perfect for outdoorsmen. They can traverse deserts, mountains, snowy roads and dirt tracks as well as they can cruise up and down the beach carrying surfboards or fishing gear. The people who enjoy Wranglers for what they are capable of, need to carry a bit of gear with them. Unfortunately most Wranglers are quite small, and room for supplies is limited.