What Car? says...
At one time, it was rare to see a Toyota Hilux anywhere except on a building site or farm – and for good reason. While it was very capable off-road and had legendary reliability, the pick-up (and its rivals) used to be slow, unrefined and uncomfortable on the road.
Today, though, pick-ups are an increasingly popular alternative to large SUVs. Improvements to how they drive have helped broaden their appeal, but we suspect the tax savings available to company car users are an even more powerful incentive.