‘A lot of people think they are what they drive’: Carmakers increasing look to go up market with rugged trims

This is the logical end as carmakers focus on profitability per unit amid rising vehicle prices The Jeep Wrangler Rubicon and the Ford Bronco Sasquatch are both higher-priced trims that provide superior off-road capability for hardcore fans of rugged terrain. But now there’s a new trend in toughness: soft roaders are beefing up with higher-pric... [4241 chars] Originally reported by The Globe and Mail. Read the full story at the original source for complete details and analysis.