Government regulations certainly helped the pickup's popularity grow. What has always been slower to be regulated becuase it traditionally was a business vehicle of some kind, therefore could give the buyer what they really wanted not what the government wanted them to want. Lobbies on one side working against lobbies on the other, carve outs here, taxes over there.
So then what was once just a business tool started getting civilized for the non business buyer. Next thing you know a F150 can be built nicer than pretty much any other Ford available and it's downright faster than anything except a few performance sports cars they make but it can also get the family gear, boat, camper, whatever all up to the lake on the weekend.
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