A couple of years ago Jake Morgan, a farmer who lives just outside Raleigh, in North Carolina, realised he needed a new vehicle to get around his property. At first he was looking at “side-by-sides”—a sort of off-road utility vehicle. But watching a review on YouTube of one that costs around $30,000 made by John Deere, he saw a comment that said something like “Why don’t you just get a minitruck instead?” That is, a tiny four-wheel drive pickup truck, sometimes known as a “Kei” truck, mostly made in Japan to take advantage of laws there which tax smaller vehicles less.