The engines rev, the guitars thrum and a gruff narrator lays out why the vehicle occupying the driveway is more than just a machine. “A truck is a tool,” he says, “but a Ram – a Ram is life.”
So begins an advert for the Ram 1500, a pickup truck slightly bigger than the Panzer I tanks of Nazi Germany and almost as heavy. It is growing in popularity in Europe, with the number of Rams arriving on the continent up 20% in 2023 from the year before, according to registration data from the European Environment Agency. Road safety and environmental campaigners in the UK and Europe are aghast as the latest, most extreme cases of North American car bloat – giant pickup trucks – are increasingly crossing the Atlantic.
“Europe should ban the Ram,” said Dudley Curtis from the European Transport Safety Council. “This type of vehicle is excessively heavy, tall and powerful, making it lethal in collisions with normal-sized vehicles, pedestrians and cyclists.”
Have you driven one? If not, try it out and you may understand the appeal.
I would never buy one myself, but their comfy as all hell to drive, it’s like driving a lazy boy. You are really high up, so other than the blind spots you feel like you can see really well. Any road bumps are essentially negligible. Curbs or other things that you might have to worry about in a small car, you can just drive right over. If you want to bring something somewhere, it’s super convenient to just toss it in the bed.
I grew up in rural farm type life, and a pickup truck was just a given.
As long as you don’t care about other people or the environment, it’s a nice vehicle.
I guess that’s making a bit more sense. Strange though, seems like you have to experience it first to want it.
But you’re talking about rural life, which is almost non existant in Europe. If you go to the countryside roads are small. So maybe small size pickup could make sense. But I see them all the time in city center, and they look like some kind of masculinity statement.