> Country is rich and money is really no object to most consumers

It's not that everyone is so rich they can afford these vehicles. Even people of relatively low income can walk off a lot with a big truck.

There are a ton of auto lenders out there happy to lend to people with long loan terms and less favorable interest rates. The average auto loan term is about 6 years, but 8 year terms are getting more common

If you see someone driving a big, brand new truck in the US, odds are they don't have a lot of money. Yes, they likely earn above average and didn't get it from a subprime lender, but they probably aren't "rich." They're just capable of getting a lot of debt, which is much easier to obtain.

https://youtu.be/GL_I6_0FcTg has a humorous take on it.