Image is out as a motivation to buy a big pickup and a vital chunk of the truck market is out with it.
Americans scooped up 2.5 million new pickups annually before 2008’s double whammy of gas-price contortions and economic convulsions. Almost overnight, pickup sales shrunk to about 1.5 million. Personal-use buyers fled fastest and in greatest numbers.
What remains is a nucleus of craftspeople, farmers, ranchers, fleet buyers, and hard-core towers and recreational users. In other words, those with a livelihood or lifestyle that actually requires a truck.