I think you've stated before you're from the U.K.? Pickup trucks are pretty common in the US. I know there's the stereotypical view of a redneck with a pickup truck with a hunting rifle in the back window but the reality is that they're just a common vehicle here. Hell, my wife has a Dodge Ram 1500 and she's a California raised Filipina.
Me, I prefer a truck loving chick over a Porsche loving one anyways.
Here where I live in England 4x4s are common, country people want transport for all weathers as well as rough and off roads, what you call pick ups are popular here now.
Nice isn't it not too clever in the winter though.