My original question was “How do we disincentivize the purchase of pickup trucks/SUVs” but then I thought it would be better to approach the larger problem of car dependency and car ownership. One option is, of course, to create public transit infrastructure and improve it where it already exist. This, however, doesn’t change the fact that some will still choose to drive. What would be the best ways to discourage people from owning personal cars?
By making it a poor choice, which you do by providing a better alternative that is cheaper.