There’s a lot of tough guy posturing in truck commercials these days, but for these men it’s in the DNA. They’ve evolved an extra layer of thick skin, and self-reliance courses through their veins. Their ancestors were the original cowboys and trailblazers who pioneered the way, and now they are taking the reigns. They command our respect because they’ve earned it with sweat and they excel at what they do.
This generation saw a changing of the guard and Defiance is no longer the exception – it’s the new standard. It’s not about flexing the biggest bicep, the biggest liter engine. It’s about dependability – having what it takes to get the job done right, all the time.
These guys impress because they work hard in severe conditions and wouldn’t ask anyone on their crew to do something they hadn’t already done a hundred times themselves. When the work day is done they don’t go around revving their engine at red lights for the town to hear, they pick their daughter up from choir practice and make sure she’s buckled in.