Nobody who could use a truck uses a truck in Europe. Usually, a Van or something is the better choice. I don’t really understand the “american pick-up truck” form factor.
Here in Germany, I see pick-up trucks more and more, and they often have some company logo on them. They never transport anything either, and the only explanation I have is that they’re basically a “foreman’s car”, driven by people who no longer build things but want to feel like they do.
Having moved server racks, copiers and other equipment from site to site, I am thankful for my (light) truck. Cargo vans are more popular in IT since they protect from rain and sun but a flatbed is certainly better than trying to put heavy, sharp-cornered things on fabric or leather in the back of a passenger car nearly the same size as my (light) pickup.
I see your point. If you need to regularly haul stuff, a van is usually a better choice for the average person but I’m skeptical that construction workers, farmers and small moving companies in Europe don’t use trucks.
Here in the UK, builders & farmers use flatbeds and movers use box trucks - exclusively working vehicles. Pickups are not practical for most jobs.
