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Wasn't it something to do with trucks are work vehicles so emissions restrictions didn't apply to the same extent, so they basically pushed trucks hard and made everything truck sized to skirt around it? That has the effect of turning into a lifestyle product. Guarantee my little Subaru sees more off-road than most jacked up trucks.
Actually I'd argue Subaru is more of a lifestyle brand, selling the idea that you for sure need that extra clearance and all wheel drive, just in case you decide to rock crawl your way up to a camping spot after Costco. I love mine, and actually use it, but that doesn't mean I'm blind to what they're pushing.
In the US, CAFE which regulates this sort of thing has different rules for light trucks versus cars. That's why nearly everything sold today is a "light truck" - not just pickups but SUVs, CUVs, and vans which make up the majority of new vehicles sold. These rules also had a lot to do with large cars like station wagons going away.
That could also be, I'm not American so I don't know all the details.
However, watching from the outside, it clearly comes off as some kind of statement.