Some of them are rugged off-the-streets types who might be expected to resent Lee as an overhyped curiosity.
A miniaturized version of a type of rugged off-road vehicle called a rock crawler, it had four wheels and a front-mounted plow to push aside vines.
For if ever there was a landscape that cried out for rugged off-road exploration, it's British Columbia's vast network of forest roads and old logging tracks.
California-based UltraCell has unveiled its next-generation XX55™ portable reformed methanol fuel cell (RMFC) system, which is designed to meet the rugged off-grid power needs of military and commercial users.
The name Hummer is painted on the roof, as if to allow identification by helicopters or jet fighters, and customers can take test drives on a rugged off-road course.
Not in the traditional farm/military vehicle - the real rugged off-roaders - where it hasn't the scale of the Japanese or the Americans.
Mr Haddad, who describes himself as a car enthusiast, says Turo gives people the opportunity to try out interesting cars, from cute Minis to rugged off-roaders.
At the top of Tacoma's model range is the TRD Pro 4x4, boasting rugged off-road equipment for those venturing far off paved surfaces.
That means that combined, Toyota and its high-end subsidiary Lexus will have eight SUVs on the market this year, filling just about every niche from low end to high, and from so-called "soft-roaders" like the Toyota RAV4 and the RX300 to truly rugged off-road chewers like the $53,105 Land Cruiser.
Although Land Rover still makes the Defender (and indeed it is still used as a Jeep-type transport by the British Military), that car is much more sophisticated and costly than the basic, rugged off-road machine Land Rover made up until the mid-1970s without much change.
