The recent Ram Super Bowl commercial showcases a rugged persona engaging in adventurous feats, aligning with the growing preference for large vehicles on Australian roads. SUVs and dual-cab utes dominate car sales, driven by tax incentives and psychological factors such as personality traits, including narcissism. The commercial encapsulates a juxtaposition of adventure and safety, revealing the complexity of consumer desires, while also reinforcing the image of larger vehicles perceived as safe, despite contributing to broader road safety concerns.
The marketing of these cars tends towards macho, with images of powerful vehicles conquering rugged terrain and towing enormous loads.
Personality traits including narcissism and psychological needs drive certain people towards big cars, including those that promise adventure, attention and muscle.
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