Everyone is purchasing pickup trucks, yet very few are actually using them as intended. | Carscoops

      Trucks promise power and utility, yet many owners drive them like they would regular cars.

      November 8, 2025, at 14:13

      by Stephen Rivers

      Most truck owners utilize their vehicles just like any car.

      Larger trucks are more frequently used for their intended functions.

      Owners of smaller trucks report higher levels of driving enjoyment and activity.

      While automakers often claim to follow market trends, they are actually the ones shaping them. Although their instincts are not always spot-on—sometimes they misjudge the market or go too far in one direction—when their marketing resonates, it strikes an emotional chord and logic takes a back seat.

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      This might explain why many individuals who buy trucks today use them in the same manner as sedan or crossover drivers.

      Truck advertisements generally highlight towing, hauling, or adventurous off-roading. They tout unmatched capability and performance. However, data indicates that most truck owners view their vehicles more as lifestyle accessories than as work tools.

      Are Trucks Everyday Vehicles or Weekend Toys?

      Carscoops interviewed Alexander Edwards, President of Strategic Vision, a research company that surveys around 250,000 car buyers annually. His findings reveal that truck owners love their vehicles, even if they are not particularly thrilling to drive compared to other types.

      Nearly 90 percent of truck buyers report they never use their trucks for business purposes like towing, as a mobile office, or as a work site. Conversely, about 40 percent admit to driving their trucks purely for pleasure at least once a week.

      Truck Usage Vs. Ownership Purpose

      Strategic Vision categorizes its findings into four segments: alternative powertrain (APT) trucks, standard pickups like the Ford Maverick, full-size trucks such as the Ram 1500, and heavy-duty vehicles like the GMC Sierra 2500.

      Owners of standard and APT trucks tend to use them more for leisure. Conversely, heavy-duty truck owners engage in the least recreational driving, which aligns with the distinct functionalities of each category. APTs and standard trucks are typically more agile, quick, and easier to park, while heavy-duty trucks provide different experiences.

      Here’s an interesting point: while APT trucks may appear less likely to serve as practical trucks, data suggests otherwise. 63.8 percent of APT truck drivers utilize their vehicle's bed for hauling at least once a month, compared to 61.3 percent of full-size truck owners.

      Towing reveals a different trend. While 39 percent of APT owners never tow, this number is 32 percent for full-size owners. When further examined, 7.9 percent of full-size truck owners tow weekly, while only 4.4 percent of APT owners do; in comparison, 12.2 percent of heavy-duty truck owners tow every week.

      How Truck Owners Actually Use Their Vehicles

      Overall, slightly more than one in ten trucks on the road are never used in a traditional truck capacity. Their owners neither haul nor tow, and likely would manage well with a car or crossover that they might even prefer to drive.

      As Edwards pointed out, truck ownership often reflects identity: “They want that vehicle to enhance their self-image and assist them in becoming their ideal self. When you enter your truck, you feel more confident, capable, reliable, and secure.”

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      This isn’t to imply that every buyer is pretending to be a cowboy. The data is evident: larger trucks are more likely to be used for their designated purposes.

      Nonetheless, even in these cases, owners are not constantly towing, hauling, or engaging in off-roading. What is crucial is that these vehicles have the capability to perform these tasks if necessary. After all, not every Corvette owner frequents the racetrack each month.

      Larger Vehicles, Larger Concerns

      All of this information leads to a significant question. Does our desire for capabilities we seldom use contribute to the prevalence of larger vehicles on the road, consequently affecting safety?

      Research from IIHS indicates that vehicles with higher front ends—particularly pickups and SUVs with hood heights exceeding 40 inches—are roughly 45 percent more likely to be involved in pedestrian fatalities than vehicles with lower hoods of 30 inches or less.

      Moreover, studies indicate that the additional weight in pickups offers minimal safety benefits for the driver beyond a certain point and may increase risk for others involved in collisions.

      Clearly, consumers should not feel pressured to purchase a vehicle they do not enjoy. However, it may be time to consider the ethical implications of how automakers shape market perceptions through advertisements, influencing not only our views but also the sizes, shapes, and risk factors of vehicles we encounter on the roads.

      What’s your opinion? Do you own a truck, and if so, what’s its primary use? Share your thoughts in the comments below!

      Photos by Stephen Rivers /