Don’t forget that the Census Bureau counts every town of 2,500 in the middle of farm country as an “urban area.” I’m in an “urban area” and I can drive to horse farms in 5 minutes.
And of course those horse farms only demand a big truck if you are doing big work on the horse farm. If all you need is AWD you don't need a big truck.
Doesn't justify the urbanites buying SUVs though