Most contractors have a large steel sided van and a trailer here.
I know some guys that use smaller Toyota/Nissan pickups for landscaping, but it's more for style points.
There are a few F150s here, but it for people with small anatomy complexes as they could not acess most job sites with them, you never see mud on the body or anything in the bed.
Also, you can forget most town centres with those land whales, even if you got in, where to park it?
However, in the US, trucks tend to fit into how ya'all work/live so horses for courses.
That said, I don't get SUVs... it like a van with extra problems you have to pay for yet can't throw half a ton of manure in the back.
The trends I see in my West Central Florida metro area (Tampa Bay):
-Big changes in the cargo vans category. Commercial fleets moving to Ford Transit Connect, Nissan NV200, RAM ProMaster, etc. from the old larger fuel inefficient white boxes.
-A lot more "smaller" trucks recently like the Honda Ridgeline, the GMC/Chevy twins, and Nissan Frontier, Toyota Tacoma.
-A lot more of the newer full-body trucks, most co-workers/friends/neighbors buying these are getting with the turbo option and a smaller engine.
-A lot of compact crossovers. RAV4s are ubiquitous, I am guilty of it too with a growing family (bought a used to me with remaining factory warranty). And a lot of sub-compact crossovers like the Honda HRV, Nissan Juke, Jeep, etc.
Dick complex? Can't be fixed, I just ignore it. We have a few coal-rollers, raised, etc. I'm just happy they're paying good money to the modders.
Why worry about putting manure in the back of a SUV when it is already sitting in the front?
Europeans shouldn't try understanding the American driver mindset; you're better off doing sciency things like space exploration, stem-cell research, affordable healthcare, sub-particle physics, climate science, and other things the USA deems not important anymore.