It costs a bit to be a beach basher

It seems there’s a niche market for whom there’s nothing quite so enticing as sitting in your $85,000 4WD on a remote beach somewhere, enjoying the sight of your own tyre marks and muttering ecstatically, ‘How pristine is that?’

It’s this niche, apparently, that the editors of the Age Drive supplement had in mind last Saturday when they did a feature on four different brands of these vehicles. These were pictured nicely posed on a beach, and the text noted, among other things, how well they handled sand.

Come to think of it, the drivers may not be examining the formerly pristine sand, but each other. Certainly they wouldn’t be thinking about the creatures they might have crushed on the way down.

We had a go at the RACV a few weeks ago for a similar piece of crassness. The RoyalAuto editors were pretty impressive in their response. Maybe it would be a good idea for readers of the Age to ask its editors what values they think they’re promoting in features like these.

 

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