[blakesterz]

I don't know exactly who or why, but the answer is certainly A LOT of people are buying them.

"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)

[dx87]

It's probably because if you're low income, you likely can't afford the lower MPG or expensive things like tire replacements, and if you're upper income, you just hire people to do work that requires a pickup. I think middle-income people are in the sweet spot for trucks and SUVs where they can afford the extra costs, but can't afford someone to do manual labor for them, so they actually use the truck to haul things so they can do the work themselves.

[ianai]

Many people buy trucks. I imagine for some it’s the ground clearance, others the actual utility, others the looks, etc. There’s the fleet buyers too. They do make sense, too, if you live anywhere rural or with roads that aren’t paved or get weather and aren’t well maintained. Near me, trucks possibly outnumber cars for as far as the eye can see.

They fit a niche. I saw plenty of trucks and other big vehicles driving around a city of greater than 2 million people.

[protomyth]

Well, when the truly bad weather hits, its very nice to have an actual 4x4 truck. They are very useful vehicles. I would have killed in high school (well, in college too) for a truck with a generator. So many times helping a buddy would have gone a whole lot easier. Never mind pulling people out of the ditch. Going to rent one is not a realistic option in many parts of the country.