Trucks have been "pricey" for some time. It`s also the reason why Ford and GM have dropped sedans in favor of trucks and SUV`s; more of a customer-demand market and higher profit margin.
Here in Wisconsin those two vehicle types probably make up over 66% (AKA 2/3`s) of traffic volume on local roads, and for good reason: practicality for year-round driving including the winter and hauling people (SUVs) or towing trailers for work (especially farms and construction) or play (think campers, off-road ATVs/Side-by-Sides, which has become VERY big in Northern Wisconsin now that many local towns are allowing them on country back-roads.), snowmobiles, and boats/pontoons.
Let`s just say that platform step ladders have become a necessity for professional and hobbyist detailing in Wisconsin.