I`m from Switzerland, and i`m on to buildup my Landcruiser for a transafrica and other over landing travels - so maybe i can tell something about.
Here we had only a very small off road community. In Switzerland we had recently a political initiative to prohibit big SUV cars in cities. Here it is pretty uncommon to driving off road, same in germany.
Most drivers of the big SUVs are old man`s or women's. And the old men`s - driving unpaved roads and calls that off road.
It is prohibit to drive off road in the forest, and on the most unpaved roads. The only way to have off road, is to drive Trials and Offroad Championships who are much more hardcore, than the normal american or australian sense off off road. Much more..
I like driving off road, and have done some trips in Thailand and Laos for it, and was in 2011 also in the US, Moab.
But driving off road is not popular, there are only very small groups off people who does.
Also here is NO hill climbing in the sense who are in the us. Offroad is more common in east europe. Also in Spain and France, but there more in a "light" way.
So the most europe travelers - and world travelers want to see the world, drive perhaps too unpaved roads, but the don`t take risk`s, don`t drive off road... So they don't need a winch.
I like driving off road, and my buildup will have winch, snorkel, bar`s, armor and so on.