BLACK PICK-UP TRUCKS?
- Karen Levi
- May 11
- 3 min read
Am I hallucinating or are there more black pick-up trucks on the road? I had a hunch what these vehicles, empty truck beds and immaculate, represent. I looked for research or if other observant people had noticed.
Before I continue, I am not referring to pick-up trucks which are necessary for small businesses. I am also not referring to hybrid or smaller SUV's.
After digging through sites about pick-up trucks, I found that other people have noticed. According to a discussion forum on Reddit, more Americans are buying pick-up trucks for personal use--as opposed to business-- over the last 20 + years. People commented that the very people who complain about the economy are willing to buy vehicles that guzzle gas and cost upwards of $70K.
According to Community Car Talk, car companies have encouraged the purchase of SUV's and pick-up trucks. There is more profit in these vehicles; while they are not necessarily more expensive to build. Heavy cars and station wagons were discontinued for this reason. I had a Toyota station wagon in the 1990's that I loved and was perfect for my family. Light trucks do not have to meet gas mileage requirements imposed by the National Highway Traffic Safety Administration which is an incentive for companies that make and sell cars.
Automobile advertisements associate higher social status with larger vehicles. Hence, consumers feel more poweful when they drive vehicles, which happen to be higher up off the ground. Have you ever tried to climb into one of those super high trucks or SUVs? As with all subjects, there are varied opinions. I know I will have critics. However, I dare say that those who buy these vehicles wish to communicate an image and are disinterested--or choose to ignore-- environmental issues.
The picture of who drives an SUV, even more so with a truck, is of the rugged individualist who is brave, daring, independent, and strong. Brave and daring because ostensibly the driver goes off road to engage in extreme outdoor adventures. Many will disagree with me and justify their purchase. They will say that they can carry almost anything with ease in a light truck. That may be so, but is an expensive truck, with poor gas mileage, a better choice than simply paying for delivery once in awhile? Actually, the newest light trucks have smaller beds to make room for passenger space.
Large cars and trucks are not safer to drive, and actually cause more damage when they collide with other cars and people. A review of recent studies revealed that drivers who perceive they are safer actually drive with more abandon. Think of the speeding light truck you last saw on the highway. Those inside the vehicle may be safer but not the people inside smaller cars or pedestrians. Fatalities for indiviuals crossing a street have increased worldwide.
Before I digress, since everyone is free to buy whatever car or truck they choose, I must explain why I even care. It pains me to see people buy vehicles that use more gasoline. Exhaust from cars has long been associated with air pollution and increased CO2 levels, which have detrimental affects. In light of the political schism in our country today, one side seems to favor an "I can do whatever I want" attitude which I disdain. This way of thinking would allign with those of a particular political persuasion, who frequently deny science and our reliance on fossil fuels.
To conclude, why black? Supposedly, black is associated with power, elegance, and sophistication. Think of the SUV's which transport important officials and limousines.
©2025 Karen Levi
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