‘You have unmet needs’: the psychology behind Australia’s love affair with big cars

The promise of adventure, attention, muscle and safety is driving consumers towards large vehicles - even as they fuel congestion and outstrip the size of car parks

• Australians are obsessed with SUVs and huge utes, but experts say they are making our roads deadlier
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A rugged, woodsy dude" is slaying dragons, fighting bears, wielding a chainsaw and jumping a volcano in the latest Ram commercial, released for the Super Bowl last month.

At about six metres long and more than two metres wide, Rams are one of a range of supersized machines coming to dominate Australian roads. The marketing of these cars tends towards macho, with images of powerful vehicles conquering rugged terrain and towing enormous loads.