Their preferred target audience has been the "suburban cowboy" who works in an office, drives a truck with all the options but never uses it for "work", and thinks a couple acres is a lot of land, for decades at this point. They HATE the association with rednecks/hilljacks because of the stereotype that they're poor,. Even though they tend to be the ones that work their asses off and don't have the fancy, new stuff simply because "we don't really need that".