A new truck does not turn people off. The truck is a recognized business tool and expense. What will turn people off is when that new truck shows up with the new non factory aftermarket wheels and tires, lifts, $$$$$$ of crap in modifications. Making the truck more of a personal vehicle/statement then really needing a work truck. That moded truck draws just as much negative attention as if the LCO drove up in a new Corvette. Making the statement that I not only charge a lot but I am making a killing off of my customers.