As campaign season rolls out, politicians are appealing to their constituents — or at least, trying to appeal to them — by appearing to be on their level, including their choice of vehicle that they otherwise may have traded in for a Lexus or Mercedes a long time ago in their political career.
Bloomberg reports candidates are trading in their luxury rides for image-building vehicles such as Chevrolet Silverados, Harley-Davidson Road Kings, Toyota Prii, or — if vehicles in general would negatively affect their campaigning — the Shoe Leather Express. The strategy is meant to bring an air of humility on the campaign trail, which is needed to counter the charge that those who work on Capitol Hill are out of touch with the people they represent.
Aside from those who already see this tool through a cynical lens, vehicular appeal can have its drawbacks. In his failed bid for presidency, 1988 Democrat nominee Michael Dukakis turned up in a tank to appeal to those who heavily support the military. While the tactic worked for British Prime Minister Margaret Thatcher, and despite his service in the United States Army, the photo-op turned into a tool for opponent George Bush’s campaign, lambasting Dukakis for looking silly.