Not new at all in the US. Trucks are and have been some of the most frequent recipients of after market customization. It’s so common I can think of a dozen or so sub/niches. I’d say it’s only second to Jeep Wrangler.

But yes you’re absolutely right, in our car dominated cities people certainly see the car you drive as a fashion choice, a signal of your personality, and social status/net worth so it does get complicated. I like driving nice cars on occasion but am rather modest and practical with my daily driver.

I’m in a social circle with several dads who probably have similar net worths and generally have a lot in common. There’s a lot of chest pounding, bragging, and one upping going on. Not negatively, but in a sense of “you need to try this ridiculously priced thing” (whiskey and wine and travel are all common topics). I tend to be the contrarian of the group (I don’t drink alcohol at all, don’t watch sports, drive a clunker car). Anyway They’ve been all getting Rivian SUVs and geek out on them. Trying to talk me into getting one next. I just can’t see why I want to spend 6 figures on it when other very similar and decent looking alternatives exist for half the price. I don’t find anything it offers interesting enough. However, its overall utility of being a SUV of that size is very appealing to me so I’m not really questioning that part.