Within the Bronco brand community, these oppositional tendencies are less evident and tend to be a little more vague. Rather than being directed at one brand in particular, opposition here is directed at other brands of 4 × 4s in general. Some of the Bronco Web pages take shots at other specific brands of 4 × 4s, but several also include such brands in their pages. For example, one Bronco page features pictures of the user’s first 4 × 4, a Suzuki Fox, stuck in some deep snow with the caption, “The good thing about a stuck Suzuki is that it is easy to get it out, any thin rope and a 4 × 4 will do.” Here, the user is suggesting that the Suzuki Fox is not as powerful as other 4 × 4s, including the user’s 1974 Bronco, or is in fact not even a real 4 × 4 at all. Other pages simply note other brands in the category, but refrain from derisive comments. This difference in oppositional tendencies within the Bronco community suggests that other 4 × 4s did not diverge from the essence of Broncos as much as Volvo and PCs diverged from Saab and Macintosh, respectively. It also suggests that the Bronco brand community may be situated within a more generic consumption community of 4 × 4s. In this community, it appears that there are legitimate brands (Bronco, Jeep) and illegitimate brands (Suzuki Samurai) that differ in their strength, ruggedness, authenticity, and national origin. This may be more typical of communities of higher market share brands, where other legitimate and strong communities must be acknowledged, even honored, but still kept separate. The strongest communal distinction and derision is saved for the pretenders, the smaller Japanese faux‐SUVs.