Offroading, boating, horseback riding, dealing with snow, hauling firewood. Sure, you can get a 4x4 SUV like a 4runner but just get a dang truck. lol
What kind of activity requires so much transportation?
There has hardly been a weekend since I bought the place in that time where I don't have some project that involved some amount of construction material. Even just a weekly shopping trip can fill up a full sized truck when you live 30 miles from town and do all of your shopping at once. Also, I have 4 horses on the property (not at all uncommon here), so that alone justifies the truck since I have to go get a few thousand pounds of hay every so often.
You may live in a city, and never need to move anything, but for lots of people they use a pickup every weekend.
... how expensive is renting a vehicle there ? here in france it's like 40-50€ for a day
Also consider that you get to eventually sell / trade in the truck. Vehicles depreciate, but you get some value out. Rental payments all disappear.