[JensR]

1/10 is popular in some aspects of the hobby.
German tractors and Czech truckers come to mind.
Strangely enough, Germany (metric since forever) has adopted 1/12 (inch background) as the "next size up" from "Tamiya scale".
But it seems to me that the scale of 1:12 and Tamiya (nominally 1:14.5, but really more like 1:13.2) over ScaleArt and Fumotec (close to 14.5) and Wedico/Bruder (1:16) are almost seen as compatible.
1:10 is hence a bit of an oddball, it's just not different enough from the very popular 1:12 to 1:16 range. I think 1:8 is more popular - it provides a sizeable step up.
You get a few bits and pieces from small manufacturers in either scale, but these are aimed at people building their own machines.

Different countries will have different preferences, too.