So what do people actually like about trucks? According to Edwards, the answer is counterintuitive. Truck drivers use their trucks very much like other car owners: for commuting to and from work, presumably alone.

Alexander Edwards president of automotive research and consulting firm Strategic Vision, which conducts an in-depth, annual, 250,000-person, psychographic new vehicle owners’ survey. “

https://www.thedrive.com/news/26907/you-dont-need-a-full-size-pickup-truck-you-need-a-cowboy-costume

The study itself is sadly proprietary but it is in line with what you can see all around you on your commute and in your works parking lot. Commuters commuting in their truck.