It is perhaps well known that the Ford F-Series has been the best selling vehicle for the last 41 years in the US. In 2022, sales surpassed 640,000 trucks, meaning one was sold about every 49 seconds. Of course, much has been written about what this means for overall safety in our cities. According to Axios, the average 8 year old is completely out of view when in front of an F-150. And the death rate of car drivers colliding with a truck versus even an SUV, looks something like this:

Another important thing to point out is what has happened to the bed sizes on these trucks: they have continuously gotten smaller. Between 1961 and 1979, the bed portion occupied 64% of the length of the truck. But starting in 2021, the bed had gotten down to 37%. The reality, at least according to this consumer survey, is that the most frequent use case for these trucks is actually just "shopping/errands." It is not hauling or towing.

So like all cars, and most things, probably the real reason these trucks are so popular is that they evoke a particular self-image. In this case, it is something about appearing "powerful" and "rugged." Lots of people clearly want these adjectives. But even if powerful and rugged aren't what you're going after, it is almost certain that you have simply chosen different words and found different ways to communicate that self-image.

It is perhaps well known that the Ford F-Series has been the best selling vehicle for the last 41 years in the US. In 2022, sales surpassed 640,000 trucks, meaning one was sold about every 49 seconds. Of course, much has been written about what this means for overall safety in our cities. According to Axios, the average 8 year old is completely out of view when in front of an F-150. And the death rate of car drivers colliding with a truck versus even an SUV, looks something like this:

Another important thing to point out is what has happened to the bed sizes on these trucks: they have continuously gotten smaller. Between 1961 and 1979, the bed portion occupied 64% of the length of the truck. But starting in 2021, the bed had gotten down to 37%. The reality, at least according to this consumer survey, is that the most frequent use case for these trucks is actually just "shopping/errands." It is not hauling or towing.

So like all cars, and most things, probably the real reason these trucks are so popular is that they evoke a particular self-image. In this case, it is something about appearing "powerful" and "rugged." Lots of people clearly want these adjectives. But even if powerful and rugged aren't what you're going after, it is almost certain that you have simply chosen different words and found different ways to communicate that self-image.