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But, it's like $50 or less a day to rent a huge uhaul truck. And an SUV can easily haul a boat or other toys, plus keep gear covered and provide seating for more people. If you really need to haul something that wont fit in the back of the suv, you can always rent a uhaul trailer for about $20/day. Heck, you can rent a large flat bed truck from home depot for about $20 for a few hours that can probably haul more than an F-150.

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Perception is important. A lot of these decisions aren't made by people who sat down and wrote down the numbers to arrive at the rational choice. But if I think I have utility for a pick up often because I like to think I'm that rugged, diy type of person, I'll think it's rational to own a pickup and assume the relative prices get massaged away.

/I drove a pick-up for a number of years for this reason until hybrid crossovers became viable.

The customer of a pick up truck is typically much more cost conscious than a SUV. The reason car companies push people towards SUVs is the profit margins are MUCH higher.

Generally you get MUCH more for your money with a pick up truck over a SUV.

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