Approximately 3 million pickup trucks were sold in the United States in 2025. This is approximately 20% of the total vehicle market share. For years the Ford 150 pickup truck was the most popular individual vehicle. Roughly 50% of all late model pickup trucks undergo aftermarket modifications. Suspension systems and lift kits consistently rank as the #1 most popular upgrade category. ‘Lifted Vehicles’ are provided both by dealers and independent off-road shops or DIY installers. The highest concentration of lift modifications occurs in the South and Mountain West.

A recent study by a major university is rumored to have provided major insights into the drivers of ‘lift modified’ pickups. It is apparently a fact there is an inverse relationship between the amount of lift added to a production vehicle and the intelligence of the owner (IQ). That isn’t much of a surprise when you observe the struggle people have getting into these vehicles in order to have ‘the look’. While a small amount of these vehicles are actually modified for employment needs – the majority, combined with noisy custom mufflers, blacked out window treatments and reversed wheel rims create an intimidating appearance which appeals to a certain intellect. In many cases modifications specifically blacked out windows and wheels that extend beyond the fenders create a hazard to law enforcement and the windshields of other drivers.