Brand-loyal

Prefers robust vehicles that can handle various terrains

Do not read instructions

He drives daily on paved roads for errands and work and on rugged terrain for recreation and property maintenance

Jake finds that switching between driving modes can sometimes be confusing or not as intuitive as he'd like, especially when the transition needs to happen quickly

The vehicle's current user interface for mode selection is not as user-friendly as he needs; it requires multiple steps that can be distracting

Love to show his driving skills

Early adopter 

Leader

He wishes for a brand that offers him a tech-forward experience, especially in terms of user interface and mode engagement.

He desires more customisation in the driving modes to fine-tune performance settings to his exact liking.

He wants to find Access to a community of vehicle enthusiasts offered by the same brand.