The stuff you see in a pickup is probably "Rhinoliner".
It's professionally applied and tough as nails. It's gritty like sandpaper, too.
I have a rifle that's coated with bedliner.
It has a "Pebbled" kind of texture, and offers a pretty good compromise between grip and comfort.
Unfortunately, it was already applied when I rescued that rifle from a pawn shop so I can't tell you what product it is or how much trouble it was to apply.
The good news is that whoever had this rifle before me was a Bozo, and made all sorts of mistakes.
The scope mounting was seriously wrong, and that bedliner is grey in color.
It was so ugly that I was able to buy it REALLY cheap.
I fixed the scope mount up and spray painted the whole thing black.
I figure the Bozo that picked grey for his stocks and mounted his scope with the crosshairs in an "X" probably screwed up the application of the bedliner about as bad as he did everything else.
That bed liner has been on there for at least five years that I've owned the rifle. It's not showing any signs of coming off, either.
I've touched up the flat black a couple of times, and that's it.
I'm betting you can do as nice a job as Bozo did.
Maybe even better.
Heck, I'm even betting you can pick a better color too!