Split personality

I was stuck in traffic yesterday behind a large white Chevrolet pickup truck. On its tailgate it had a large sticker, presumably company provided, that said "Safety is my first goal" with an 800 number that other motorists could use to report that the driver was falling short of that goal or, maybe, to congratulate him on goal achievement. There was another sticker, however. A smaller one, nearer the actual bumper. This one had just two words: Death Ride.