Remember the Big Bad SUV? Remember the heady days when oil was going to drop to unbelievably cheap levels, and we were going to kick the tails of the Big Bad Terrorists? Back in 2002-2003, gas was cheap, at $1.50 per gallon. Back then, it was considered to be too expensive. But it did not affect the millions of Americans who decided to buy the SUV. Now, don’t get me wrong -- the SUV can be very practical and carry a lot of people; there are lots of practical reasons to get out and buy one. But back in those days, it was marketed as a status symbol -- you had to get one in order to be the dominant person in your community. For instance, these are actual slogans that were used to market the SUV:
"It only looks like this because it’s Badass."
"Excessive. In a Rome at the Height of its Powers sort of way."
"Perfect for Rugby Moms."
As we all know now, these dreams never materialized. Gas is almost $3.60 and rising. Now, a typical marketing slogan for an SUV says, "Any smaller, and it would be European." And then, they wonder why they are not selling any new cars.
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