There are many reasons why Ford's F-150 truck is the biggest selling vehicle in North America, and has been for decades. It's rugged, hauls a lot of stuff, and with every generation it gets more advanced and sophisticated.
The current generation, for those who've missed the many, many commercials for the F-150, even switched from a steel-intensive body structure to one made of "military grade" (whatever that means) aluminum. That decreases the vehicle's weight, which can increase its payload capacity and/or reduce fuel consumption, both of which can be handy features in a large utility vehicle such as this.
It's near the end of the model year, but Ford of Canada sent me a 2016 Limited trim level of the F-150 to drive anyway and, truck person that I am not, I wasn't really looking forward to it. But - alert the media - I really liked driving it, its size and utility notwithstanding.