It depends a bit where you are in Europe. Anywhere there is major highway infrastructure and urbanisation, spotting a pickup truck is a bit like spotting a white raven. On the island of Malta, they are not uncommon. On the smaller island of Gozo, they are fairly common (although still a small minority when compared to passenger cars). If you have unpaved roads, and one or more small fields (as is often the case on the island of Gozo), a pickup is a lot more practical than a tractor. Then again, the country of Malta (to which these two islands belong) has just over 400,000 inhabitants, so it's far from representative.