Where is the friction in owning the large truck? Paying for gas?? Finding parking?
(US-centric view.)
If you live in a major urban center, sure. Paying hundreds of dollars a month for a parking spot would quickly convince me that car ownership was a bad idea. Otherwise, at least in the US, cities spread out to make room for the habits of their inhabitants. There's going to be easy parking where you live because that's what all of your neighbors want.
Of course, I agree that you should just have the deliveries... but I'm not seeing this as an argument why. The costs are not great enough.
You’re paying considerably more all of the time – the vehicle is 2-3 times more expensive to buy, fuel costs are similar, every component will cost more to repair, and, yes, most buyers will have to worry about finding a parking spot on a regular basis. Insurance and, often, registration will cost more, too.
Now, if you’re in the 20% of truck buyers who really need them those are necessary costs but most people are buying them as a lifestyle accessory.
There’s also a fairly large group of people who live in urban settings who think they need all of that but are paying more than the cost of renting on the few times they actually do. Those people have been very good to the manufacturers’ profit margins but unfortunately all of the extra pollution and lowered safety affects their neighbors as well.
That's the key people are missing, it's classic upselling. You're not comparing "nothing" to "truck" you're comparing "ok I get this vehicle that does X" to "or I get this other one that does X+Y".
This is the real reason the SUV has eaten everything, because the so-called "crossover SUVs" and other small ones are just fancy hatchbacks, and a car with a square butt will always be more useful than a similar sized car with a trunk.
The question was a large truck, but there’s also a complication here which might be fading with high interest rates: low rates, pandemic shortages, and improved wages meant a lot of buyers went upscale and that pushed the average truck sale price north of $60k, with a lot of luxury models in the $80k range. That’s what I had in mind for my comment.
I think gas and parking are good examples. If your truck has had 30% less fuel efficiency than a car, then you're going to spend 30% more of your time at the gas pump, huffing fumes, than a car owner for exactly the same outcome in terms of utilization.
Parking is similar. I can fit a small 2-door car into x% more parking spots in a city than a larger truck. So you can spend x% more of your time looking for parking spots. Maybe you're still looking for a spot when the car owner has already completed the errand.
As someone else mentioned, this friction is amortized over time so for some the psychological cost is lower, but for those who understand the principle of opportunity cost, it is a very real and tangible cost of ownership.
(US-centric view.)
If you live in a major urban center, sure. Paying hundreds of dollars a month for a parking spot would quickly convince me that car ownership was a bad idea. Otherwise, at least in the US, cities spread out to make room for the habits of their inhabitants. There's going to be easy parking where you live because that's what all of your neighbors want.
Of course, I agree that you should just have the deliveries... but I'm not seeing this as an argument why. The costs are not great enough.