Car companies don't limit themselves to selling people a car based on what their life is like now, people have already got something that lets them do the things they currently do.

They can market it based on what their life could be like if they brought the car. Perhaps in vague, emotional terms.

You too could be kayaking/mountain biking/skiing through picturesque countryside with your pretty, athletic friends... if you buy a Brand X SUV. Be confident in any situation. Whatever, wherever, whenever. Adventure starts here. Built tough. Driven by dreams. Past the pavement. Built for city roads and no roads.