Just like the muscle cars and model Ts its all about memories. Either they had one or or wanted one and now they have the money to purchase at crazy number. In addition some of this is the me to movement, if they have the latest popular truck or car that is hot then hence they are cool because they own one. Personally I never understood the attraction to the Broncos or the Volkswagen buses that won't even run the speed limit against a headwind.
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