"Cox Automotive data shows Middle America, with household incomes of $50,000 to $99,000, was the segment of buyers who stayed in-market mostly for new pickup trucks and SUVs, while upper- and lower-income buyers shied away,"
https://www.caranddriver.com/news/a32380257/first-month-ever...
For the First Month Ever, More People Bought Pickups Than Cars (That was May of this month)
They fit a niche. I saw plenty of trucks and other big vehicles driving around a city of greater than 2 million people.
Perhaps a couple bags of grass fertilizer.
Perhaps hauling the kids stuff to/from college.
That's about it. The rest of the time they struggle to park them in strip mall parking lots.
I have hauled multiple loads of mulch, other landscaping stuff and animal feed when helping my parents at their home/small farm in the summer.
I have moved in and out of college dorms/houses with all of my belongings (including my TV, kitchen equipment, lots of electronics lab equipment that I purchased to resell as a side-gig in college...)
All using a 2005 Buick LeSabre.
If you need literal truckloads of bulk supplies often enough to justify owning a truck then congratulations you're probably running a landscaping company or something so you might need a truck.
And that's clearly not what I'm talking about at all in this thread.
But what's nice about having a truck now is that I don't really have to try. I can just plop most things in the bed and go. You're right that it's not 100% necessary, but it's a great tool when you need it. That's one of the reasons they're so popular where I'm from (Georgia).
In 2019 I spent 1400$ on deliveries and truck rentals. If you own a property, not having to set a 60$ delivery on a 30$ load of bark becomes a major convenience.
I used to live in Alabama, a common enough thing was that a guy who recently graduated high school, if they got a halfway decent paying job somehow (e.g. a local factory), they'd rush out and buy an F-150 or similar. They had no real use for it yet, but it made them look and feel more adult.