In my country they use vans like a Mercedes Sprinter because you can actually keep your stuff dry and even make a little workshop in there. The only use I can think of for a pickup truck is maybe gardeners so they don't have to haul a trailer for their green waste? Could also maybe be useful to haul strawbales if you have a small farm. But you can just do that in a trailer behind your van as well, and your equipment will be dry inside the van and you can leave the trailer when you don't need it.