I don’t want to defend the overly supersized truck too much, but I do want to point out that even these are two different class of vehicles. Sure, you can cram 4 smallish people into that old Ford Ranger, but nobody is going to be comfortable or happy about it. Also, that small ranger has far less cargo and towing capacity.
Of course, a good chunk of truck owners do not need that much capacity and big trucks are just a toy/status symbol to them. Which is stupid. But there are use cases where those trucks are actually needed, and a small Ford Ranger won’t cut it.
That said, I do wish we could get more small pickup trucks again. The maverick is a good start.
I’m pretty sure I read the other day that it’s the original founders of Digg (Kevin Rose) who bought back the corpse and are leading this with VC funding.
https://techcrunch.com/2025/03/05/kevin-rose-and-alexis-ohanian-acquire-digg/