What consumers want is affected by what is available from which they can choose. Regulations affect that a lot. So do import duties. Why aren't kei cars an option for Americans? Why can't we buy the European diesels that get 40-50 mpg? Why can't we have Australian utes or the old mini-trucks? Legal hurdles have a lot to do with these issues.

Additionally, federal fiscal policy and low interest rates make the cost to borrow for big trucks look better than it would on a market with more open pricing. $80k is absurd for a truck. We can get a 2 door base model half tom for around $35k, but the add-ons areassi ely overpriced for corporate profits, too. It'd many layers of onion, but blaming consumers and corporations misses a huge part of the equation.