This is a fairly common sight on the dusty roads of the Thai countryside:
Men riding on the top or other exposed areas of a vehicle often wear full bank robber hoods to block the sun; the heat underneath is apparently preferable to the killer rays of the midday sun (I can attest to the discomfort caused by prolonged exposure).
Another shot:
It’s hard to tell how the cows feel about it all. Maybe it beats grazing in some hot ass ditch on the side of the road; who knows?