Trucks used to cost about 1/2 of what cars cost - today they cost more. Gone are the days of "Dad's work truck". Todays trucks have to fit the whole family, drive the kids to school, pull the family camper or landscape trailer, and at the prices they command, they better do it with A/C and look good too. They have to be comfortable and easy enough for "Mom" to use - if need be.
Many people dont have room for more than 1 or 2 vehicles in their driveway, if they even have a driveway.
"Dad" figured out that it was better to have a truck than a station wagon, but if he was to get a truck, it was going to have to do a lot more than yesterdays "work only" truck did. It was going to haul wood on the weekends, go off road for fishing and vacations and go to school and the office during the week. It was going to do it safely, at highway speeds with a full load in the bed.
Sidenote - My wife's '99 Pontiac Grand Am GT has the key on the dash. - How cool is that?
