A self image that has been instilled through years and years of highly targeted, and highly researched ad campaigns.

People "want" these because they believe they need it, because the ads told them they need it. Then the other men who own those vehicles proceed to shit on the men with smaller trucks, and those insecure enough to bend over get the big truck as well.

I don't see this truck culture in Europe. I don't see people buying stupid vehicles to go offroading full of expensive gadgets and so on. While I'm sure it exists in small pockets it is by no means the level it's at here. (In Europe it's probably more for sports cars anywho)

Point being, no one wanted those SUVs until the car companies told them they want those SUVs.