If looks didn't matter, the Aztek would be a sales success and the '94 Ram would have sold as poorly as its predecessor. Looks certainly play a big part in the purchase of just about any vehicle. Pickups and SUVs included.
And most pickups I see here in NC are used as personal transportation...not as "haulers"
That's what pisses me off. People buying pickup trucks that will never use them for their intended purpose. I'd rather have the manufacturer concerned about the mechanical aspect of the truck rather than aesthectics. I'm just saying, if I needed to buy a pickup truck, I would base my decision solely on the powertrain, chassis, etc. I would not even consider the looks because I'm not buying the vehicle for looks, I'm buying it to do a job. Hey, I'm an engineer so I guess it's just my way of thinking.