Yup, I reckon it's you (or I) who project a certain image as required by our target clientele, not a shiny van with all whistles and bells.
For instance, when I was in England I ran a tatty Mk2 Fiesta Van. It was half white and half yellow (where the rust hadn't eaten it), and looked chavvy.
It didn't make a jot of difference to my customers with regard to me doing my job, other than the fact that everyone recognized it.
I now run a another Fiesta Van (1999 Mk4) in plain white. It's clean and tidy (I look after it), and is a rarity in my locality.
If I were to change it for something new(er), I guarantee that I won't pick up new work because of it.
No, I pick up and retain my customers by being straightforward, honest, reliable and conscientious, not by what I drive or what equipment I use.
John