When SUVs starting going crazy in the 90s, everyone wanted them to be seen as refined vehicles for the sophisticated gentleman or lady. Sure, they retained their truck chassis and 4wd capability for when needed, but they were marketed to be at the country club or downtown office with capability to reach the ski resort for the weekend rendezvous. It was sophistication first and utility in the back.

Nowadays, SUVs are marketed as recreational vehicles. A bold lifestyle choice that states “my identity is a fun-loving, forever young, outdoors enthusiast!” Whether that’s true or not doesn’t matter, so long as I’ve got the Stanley thermos and dog to prove it.

I really think the shift started happening in the 2000s, with Nissan Xterra and Hummer H3 seeing the marketing niche and coming onto the SUV scene. Funny thing is that these vehicles weren’t anymore capable than what was already available (Jeep Grand Cherokee and LandCruiser), they were just marketed differently.

Interesting how we’ve changed as a society. Just thirty years ago image was all about being the Pierce Brosnan version of James Bond. Nowadays, 30 and 40 something’s would rather be identified with the likes of Alex Honnold.

Just some Saturday night thought after perusing my old Car and Driver magazines…