The Reason Why Are Trucks Getting Bigger

The author makes a correct observation (trucks are getting bigger to circumvent emissions guidelines, not solely out of ego), but fails to address the underlying market demand: as trucks have gotten bigger, they've also gotten "meaner"[1]. Emissions requirements don't require a truck to look like it's going to beat you up.

In other words: consumer ego (wanting to drive a big, mean looking truck) is an underlying pressure in the market, even if the sufficient mover for the current size explosion is emissions dodging.

[1]: https://jalopnik.com/we-need-to-talk-about-truck-design-righ...

For a very obvious case of this, observe changes in BMW vehicle designs. The new generation looks like it'll gleefuly ensure death of any pedestrian it hits.

E.g.

2023: https://www.autojakal.com/2022/04/2023-bmw-7-series.html

2002: https://en.wikipedia.org/wiki/BMW_7_Series_(E65)