[Miraste]

Interesting perspective. If we control for size and stick with basic principles, does converting a hatchback to a pickup provide more gain from the lower weight than losses from inferior aerodynamics? I'm not convinced it does.

[Hyperborian]

Depends on the speed you most commonly drive. For urban drivers, they spend a lot of time at slower speeds where aerodynamics is less critical. Also, even pickup trucks are designed to be much more aerodynamic and efficient then they used to be these days.

For rural drivers, they probably have other reasons to want a pickup truck besides simple cost effectiveness. They're usually the ones who actually do need the carrying capacity.