Do Pickup Trucks Have More Sex Appeal Than Sports Cars?

Big pickup trucks are handy if you need to carry heavy loads over rough terrain. But why do so many people buy them for taking kids to school, picking up groceries and driving to the office? It’s because trucks have sex appeal and their drivers hope some of it will rub off on them.

In just over a decade the pickup-truck market has transformed from a fleet of rough-and-tumble work vehicles to smooth-riding luxury cruisers that happen to have cargo beds. High-end models from the Ram Laramie Longhorn to the Ford F-Series King Ranch have cabs lined with so much leather and plush  carpeting that one would never consider climbing in with muddy boots.

But even more basic pickups have qualities that make them more attractive than the typical economy car. And if you are looking for a vehicle that will help attract a date or a mate, you may be better off with a truck than a little red Corvette, Porsche or even a Ferrari.

That’s the message woven into a promotional program for Chrysler Group’s Ram truck unit. The company recruited country singer Kip Moore to help pitch its trucks after spotting his hit song, “Somethin’ ‘Bout A Truck,” climbing the charts. In a few lines Moore captures why pickup trucks keep selling despite high gasoline prices.

A truck, it seems, is an ideal backdrop for romantic encounters. In the song, Moore appears to draw from experience. But even people who have never sat on a truck’s tailgate sharing cold beer with a love interest on a summer night can relate to the story. 

People tend to associate big pickup trucks with strength, skill and rugged individualism. We assume the person who drives one can change a tire, sweat pipe joints, do electrical work and hunt game for dinner. If someone is stuck in a snow drift or a roadside ditch, the pickup driver can pull them out. Indeed, it seems there are few obstacles a person cannot overcome with a pickup truck, a tool box and a pair of tow cables.

By - Jonathan Welsh

The Wall Street Journal



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