The night ended with him shooting his girlfriend five times in the leg and her son once in the arm meanwhile, the son’s girlfriend was hit twice by ricocheting bullets. Case in point: Last month, a 56-year-old Virginian man went to a pre-Easter dinner at his girlfriend’s home, and apparently, he got into a fight with his girlfriend’s son over which brand was better : Ford or Chevy. This impulse to use a macho brand as armor to quell existential fears, to leverage a brand-as-personal-identity, can reach deep into a man’s psyche and affect his sense of himself.