It is indeed tough to break the bond that exists between most men and their cars. Fortunately, I am one of the minority who still has my set of 4-wheels. For many PMEs, conspicuous consumption may boost our sense of identity and also project a certain standing as well as importance. In land-scarce S'pore, car ownership becomes a clear status symbol to the self-conscious, which can be literally displayed at different places to a wide audience throughout the day. Car owners may perceive ourselves as wealthier and belonging to a higher social status group owing to our expensive possession.