s provide a sense of freedom and rebellion for their drivers. Some of the very same young people who drive Jeeps and Suzuki Samurais have parents who traded away their station wagons or luxury sedans for fancy, well-equipped sport-utility vehicles.
Owning a rugged four-wheel-drive vehicle imparts a sense of independence and self-determination. Young people in particular may establish themselves as masters of their own fates through dominance of a vehicle that could explore uncharted wilderness or race through the hostile landscape of Baja. The message is that the driver is strong, competent and can take care of himself.
However, most sports utility vehicles are purchased by married couples, with children, living in suburban settings (Koland 22). For these consumers, the allure of an all-terrain vehicle is the option of doing anything, anywhere, at any time. These vehicles have the image of offering possibilities that are not available in traditional vehicles, and those possibilities include "getting away from it all"
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