They're popular in the US: 1) As status symbols (because they're expensive, and because their "truck = freedom" advertising has been very successful) that stil

They're popular in the US: 1) As status symbols (because they're expensive, and because their "truck = freedom" advertising has been very successful) that still read as blue-collar / "red"; and, 2) Explicitly because of their size—they're perceived (pretty accurately) as being far more likely to "win" a crash than a smaller car, and they also put you up high, so you have better visibility. Not sure if the latter actually translates to more safety, but it's certainly perceived to. This is also a big reason SUVs sell well. There may be some related "I like to intimidate other drivers" factor here, too (not my uncharitable guess, as I've heard it seriously expressed by truck owners, and I'm also not saying this is extremely common—but it's common enough that I've encountered it several times). For that last part, see again: status symbol. Some portion of the population owns trucks for the same reasons people own trucks in other rich countries, but that's not the reason they're unusually popular here. It's largely a form of class & political signaling ("I'm in your tribe, and also not poor") coupled with some tragedy-of-the-commons personal/family safety concerns. [EDIT] 3) Aspirational purchases and poor cost/benefit analysis. Think: the lettuce you buy then don't eat before it goes bad. "I really want to get into [x activity that is easier with a truck] and I need to buy a vehicle of some kind, so I should get a truck" -> buys truck -> does not actually use truck-specific functionality anywhere near enough to justify purchase vs. use of paid services or rentals.