The sad degradation of utes/trucks from vehicles designed for work, to vehicles designed to appeal to townies (in my country, large utes/trucks/suvs in the cities are derisively referred to as "<X> tractors" where X is a wealthy suburb like Merivale or Remuera), affects every vehicle manufacturer.

It's consumer driven, I think - big utes/trucks/SUVs offer various psychological benefits to buyers... intimidation, intimations of a perceived masculinity, and a main driver, perceived safety. Even if your larger vehicle is far less safe for people you hit, and more likely to roll over in hard cornering.

E.g., compare the 1980s Toyota Hilux in this classic advert[0] to the 2022 Hilux[1]. The front is notably bigger, the cabin higher, yet the ground clearance somehow lower.

[0]: https://www.youtube.com/watch?v=iqwnr2sza_o

[1]: https://images.drive.com.au/driveau/image/upload/c_fill,f_au...