Marketing Illusions and Real Usage
Auto manufacturers often talk about following market trends, but in practice, they are the ones shaping them. Their instincts are not always flawless – sometimes they miss market turns, and sometimes they exaggerate, but when marketing hits the mark, it appeals to emotions, leaving logic far behind.
This may explain why so many modern pickup owners use them the same way as sedan or crossover owners.
Most commercials demonstrate towing, cargo transportation, or extreme off-road driving. They promise unparalleled capabilities and performance. However, data shows that most owners view their pickups as lifestyle vehicles rather than work tools.
Daily Pickups or Weekend Toys?
Alexander Edwards, president of the research company Strategic Vision, which annually surveys about 250,000 car buyers, emphasizes: “Pickup owners adore their cars, even if they are not particularly exciting to drive compared to other segments.”
Nearly 90 percent of pickup buyers stated that they never use their vehicle for business towing, as a mobile office, or a work platform. However, almost 40 percent said they drive their pickup exclusively for pleasure at least once a week.
Pickup Categories and Their Usage
Strategic Vision divides its findings into four categories: pickups with alternative powertrains (e.g., Rivian R1T), standard pickups (such as Ford Maverick), full-size models (like Ram 1500), and heavy-duty trucks (e.g., GMC Sierra 2500).
Owners of standard and electric pickups most often use them for pleasure. Owners of heavy-duty trucks report the least amount of recreational driving, which is quite logical, considering the functional difference of each segment. Electric and standard pickups are often maneuverable, fast, and easy to park, while heavy-duty trucks are the opposite.
Unexpected Findings on Practical Use
Here’s what’s surprising: although electric pickups may seem less suitable for use as trucks, the data suggests the opposite. 63.8 percent of electric pickup drivers carry something in the bed at least once a month, compared to 61.3 percent of full-size pickup owners.
The situation with towing is somewhat different. 39 percent of electric pickup owners never tow, versus 32 percent of full-size model owners. In a more detailed analysis, 7.9 percent of full-size pickup owners tow weekly, compared to 4.4 percent of electric model owners; meanwhile, 12.2 percent of heavy-duty truck owners state that they tow weekly.
Real Usage Statistics
Overall, only slightly more than one in ten pickups on the roads is never used as a truck. Their owners never carry cargo, never tow, and could probably manage with a passenger car or crossover that might provide them with more driving pleasure.
Alexander Edwards notes: “Pickup ownership is often about identity: they want this car to help them become their ideal self. When you get into your pickup, you can be more confident, more capable, more reliable, more protected.”
This doesn’t mean that every buyer is playing the role of a cowboy. The data clearly shows: the larger the pickup, the more likely it is to be used for its intended purpose.
But even then, owners are not constantly hauling cargo, towing, or driving over rocks. Most importantly, these vehicles could do it if the need arose. After all, not every Corvette owner goes to the track monthly.
Bigger Machines – Bigger Questions
All this data seems to point to one question. When our appetite for capabilities we rarely use leads to the appearance of increasingly larger vehicles on public roads, do they also carry safety compromises?
IIHS studies show that vehicles with higher front ends, especially pickups and SUVs with hood heights over 40 inches, are almost 45 percent more likely to cause fatalities among pedestrians than cars with lower hoods (30 inches or less).
Furthermore, studies show that the additional weight of pickups provides almost no driver safety benefits beyond a certain point but can increase the risk for others involved in a crash.
It’s clear that no one should be forced to buy a car they don’t like. But perhaps it’s time to question how ethical it is for auto manufacturers to steer the market through advertising that can influence not only our perception but also the size, shape, and risk level of the vehicles we share the road with.
The phenomenon of “pickups as status symbols” demonstrates the complex interaction between marketing strategies, consumer preferences, and social norms. Although many owners derive genuine pleasure from their vehicles, it’s worth considering how these trends impact overall road infrastructure, environmental consequences, and the safety of all road users. The development of electric pickups could become an interim solution that combines emotional appeal with a more environmentally responsible approach to transportation.