Well, if you happen to be a car thief, Ford is the most popular vehicle of choice in Canada and the US. In Canada, according to the
Insurance Bureau of Canada, 7 out of 10 stolen vehicles in 2014 are Ford F250s & F350s. According to this
Yahoo Finance article (taken from the Highway Data Loss Institute), pickup trucks are the 6 out of 10 most stolen vehicle in the US with F250s being at the top of the list. It seems like a lot of stolen pickups get re-VINed and shipped abroad. The top choice of overseas buyers is Ford pickups! In a sinister sort of way, I guess you could say it keeps US autoworkers employed...
In recent times, pickup trucks have morphed into pimped-out SUVs with as much bling as possible. The manufacturers are all trying to out-bling each other. And if it's not more bling, they try to out-towing capacity each other. Around here (and I'm sure everywhere else) there are tons of 1/2T crewcab 4WD trucks with dinky short boxes that just get around town use and are more of a status symbol. Pickups sure have changed a lot over the years and so has the marketing of them.
It used to be that trucks were used as trucks and cowboys were the big buyers. In 1970 there may not have been all the bling like there is today, but you could get a "snazzled up" truck (don't know about the "Dude" designation tho.)


I do like our F250 even with some of the idiosyncracies like poor ergonomically positioned CC buttons on the steering wheel and a few others. Had a Chev pickup once and it just didn't grab me for some reason.