My 1yo (80lb) Rottie always makes me pick him up to get him in the truck. I know he can make the jump cuz hes done it before, but everytime I lead him to the rear of the truck he sorta just lays down/pulls away.

My truck does drive sorta clunky/noisy, but he has no reason to be scared like this...

I like to take him to alot of places with me so always picking him up kinda sucks.

Has he ever "liked" going for a ride? What does he do once he is in the car?

I have to wonder if his hips and elbows are ok. It is not unusual to see a dog that is in pain in some way to refuse to jump.

Does he jump other places that are similar distances?

Does your Rottie like to jump generally? Rotties have really strong thighs and jump very well normally. If he doesn't jump with all he's got when you play with a toy with him -I would see a vet. You might wanna go get him x-rayed anyway because hip dysplasia is very common in Rotties.

If you know he is healthy thats a different story.
Many young dogs are afraid of trucks (I dunno why) and its usually quite easy for them to get over it. Often they just grow out of it without you doing a thing. If you want to help him you could try playing with a toy for a while beside the truck to get him real riled up. Then when he's in 'crazy play mode' (and you haven't even looked at the truck once during the game) you trick him by throwing the toy in the truck. Do this once a day for a few days adding a cheery command as you throw the toy (like "Up! Up!). When he does it great every time you can try taking him straight to the truck (toy in hand), happily say the command and just throw the toy in. For a while you might need to always have a toy to get him in but soon only the cheery command will do (if you use the same command every time and point to the truck like you threw something). The cool thing about this exercise is that it also teaches the dog to jump on command in almost any situation. Two birds with one stone, so to speak.

He IS ok once he's in the truck -right? If not he could be suffering from motion sickness or just need more support... in these cases my little 'trick' may not work so well and you'll need to do other things too.

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If you want to help him you could try playing with a toy for a while beside the truck to get him real riled up. Then when he's in 'crazy play mode' (and you haven't even looked at the truck once during the game) you trick him by throwing the toy in the truck. Do this once a day for a few days adding a cheery command as you throw the toy (like "Up! Up!). When he does it great every time you can try taking him straight to the truck (toy in hand), happily say the command and just throw the toy in. For a while you might need to always have a toy to get him in but soon only the cheery command will do (if you use the same command every time and point to the truck like you threw something). The cool thing about this exercise is that it also teaches the dog to jump on command in almost any situation. Two birds with one stone, so to speak

I like this idea but I am worried that if I threw his kong in the "big bad noisy truck" he would lose his confidence and go into avoidance. Perhaps causing a loss of drive for the toy?

How do you get your dog in his kennel?

This isn't really all that uncommon. Is there a reason that he absolutely MUST jump in? Have you tried teaching him to put his front paws up, then lift up his rear? Hopefully, you're not letting him jump OUT? That's pretty hard on the elbows, especially on asphalt or concrete. I personally wouldn't make a big deal out of it. Just make sure his joints are fine and that there is no medical reason for it, and make riding in the truck as stress free and pleasant for him as possible.

Oh, and do you have a canopy on your truck?

let me make a suggestion . try training him to jump up on very low things and gradually increase the height until you are at the same height as the tailgate . in the interim , until you get him up to that height . don't mess around at the truck . just sweep him up and make it as quick and pleasant as possible . reward him just for being in there . by the time he is jumping up to the desired height , that up command should be well enough ingrained that he won't be apprehensive about hopping up . i agree with that previous post with reference to jumping down . that is alot of force hitting the ground . if all that fails , then you might have to modify your behaviour . i had a friend who had this problem with his golden recliner . it is embarassing to have to lift an otherwise able bodied dog into the truck so he cut a five foot length of 2x10 , nailed some 1x2 slats across as steps , one on the under side to set it against the tail gate , and he just slid it in and out , simple , problem solved