In contrast to Vivian and other relative neophytes, participants
who were already more highly engaged with their
own vehicles tend already to be very familiar with them.
Vigilant for information about engineering improvements in
new models or newly available performance modifications,
the more experienced owners may feel some dissatisfaction
from comparing their current vehicles with others, which
they regard as even marginally superior. For example, we
asked Jody, a 24-year-old Wrangler owner, what he thought
of the new Wrangler model (on display and in use at Jeep
101). He described at length the advantages of its new fully
independent coil-spring suspension over the leaf-spring suspension
of his own vehicle. When we asked if he thought he
would trade up to the new model, his response was that he
would if he could afford it. Exposure to new and improved
products within the context of a brand community at a
brandfest may be instrumental in motivating trade-ups and
the purchase of new vehicles and accessories.