Writing a setting where people have access to modern technology from the greater world, but the people of this land haven't really developed yet; there isn't a rail or road network connecting the various settlements. This has me wondering if ATVs or other land vehicles would be more effective and cost effective at moving cargo over uneven, unpaved terrain. Would an aspiring merchant family be better off sticking to beasts of burden until the highway gets built? To be clear this is an earth setting with human inhabitants.