The Life Slant

The pickup truck and SUV markets in the U.S. increased by 9.9% between 2019 and 2022, let’s just say 10% for the sake for simplicity. More and more people seem to be wanting buy an SUV or a pickup truck and venture out into the wilderness, at least that’s what the commercials are reflecting. No matter what brand we are looking at, commercials show their owners (mostly fairly young) taking their vehicles out where any sign of human civilization cannot be seen. The new owners crave to be In The Middle Of Nowhere, or, ITMON, a new acronym. 

The truck/SUV owners are “exploring” places where the roads aren’t paved, no speed limit signs, traffic signals. There are also no fueling stations, food, water, toilets, emergency services, doctors, nurses or walk-on clinics. Just buy this truck/SUV and get out there in the Great Outdoors, get yourself ITMON. New Hampshire, Hawaii, Idaho, Maine, Vermont and Oregon have laws that allow rescue services to bill you if you get yourself in a bad situation out ITMON and need to be rescued.  These bills can run up to $5,000 if the rangers have to do a lot to find you, especially in the middle of the night.

I have seen a fair number of younger people buy 4-wheel drive trucks with the specific purpose of using them to tear up the countryside. It seems these young truck owners are in competition to see who can tear up more of the landscape. We can’t be sure if the truck manufacturers condone such behavior, but their commercials certainly don’t discourage it.