Last week the Auto Ethnographer, John Jörn Stech, attended the 10th International Electric Vehicle Technology Conference & Exhibition combined with MobilityTech Asia 2025. The conference happened to be aligned in the same week that the American Houses of Congress passed legislation that effectively killed public funding and support for electric vehicles and renewable energy initiatives. The stark contrast between Thailand’s push on the accelerator and America’s stomp on the brake pedal are in focus today.

But the lens through which the topic will be dressed is not so much political as it is society and culture. The Thai and American cultures are extremely different. While Thailand is rooted deeply in Buddhism, and to a lesser degree Confucianism, which promotes a communal approach to addressing societal problems, American culture is individualistic, “everyone out for themselves”.

The Auto Ethnographer takes a look into Buddhism’s teachings and how they apply to renewable energy, electric vehicles, and the daunting task of combatting climate change. How do Thais employ those teachings to live a more harmonious communal life in Thai society?

Meanwhile, in the United States, individualism rules the day on electric vehicle adoption, the shift towards renewable energy, and on climate change, a topic that stirs debate on its very existence to this day.

John also discusses how past victories against pollution in the USA have rendered relatively clean air and water in the current day. This is in stark comparison to the 1960s and 1970s when environmental regulation was just getting started. With the air “looking” clean and carbon dioxide, a major contributor to global warming being invisible, it is easy to fall into the trap that there is no problem. Can’t see it? No problem then.

Contrast that to Thailand which continues to struggle with urban air and water quality. The problem is literally visible. So while Thais unite to conquer the pollution particulates, the PM 2.5 matter, they can simultaneously fight carbon dioxide through use of cleaner vehicles and energy production.

The iEVTech 2025 conference & exhibition was the impetus for this comparison. It was a show highlighted by two dozen speakers and dozens of international companies highlighting their EV, solar, energy storage, and related products. China, South Korea, UK, Germany, Switzerland, Finland, and other nations were represented in technology clusters. The United States was absent, a point not missed by the Auto Ethnographer and the cause for much contemplation of this topic for today’s podcast.

To learn more about The Auto Ethnographer, please visit the homepage at https://www.auto-ethnographer.com [https://www.auto-ethnographer.com/]

EP 19:  John Stech:  Thailand accelerates while America brakes. How local culture impacts the approach to EVs and renewable energy

In this episode, host John Stech discusses his observations on the Thai and American car cultures. Having lived in Thailand for nearly two years, he compares what he has observed on the streets, at motorshows, and at car meets. While some like to people-watch, John always has his eyes on the cars he encounters everywhere.

Says John, “Cars move us—but in wildly different ways. In America, a chrome grill might gleam with ambition and showy opulence. In Thailand, a dusty pickup truck or sprightly hatchback says: this is life—difficult, communal, and moving forward towards a bright future.”

John compares the two on their cultural bases, with independence being a main theme in American car culture, while interdependence plays a greater role in Thailand.

He briefly explores the impact of popular culture, manufacturing presence, cultural traits that reach back years, as well as changes that are pushing in on both sides of the Pacific Ocean.

Buckle your seatbelt, relax, and enjoy the insights and shared experiences from John’s automotive life.

For more information on The Auto Ethnographer you can visit the homepage at https://www.auto-ethnographer.com [https://www.auto-ethnographer.com/]

EP 18: John Stech:  Same-same or different? Comparing the Thai and American car cultures

This week John Stech, host of The Auto Ethnographer, was traveling in Taiwan. He was there to see his wife’s nephew graduate from high school. The five days on the ground were very busy, a packed schedule planned in advance. While there he was inspired to think about the pride that nations and their people feel about locally developed and produced automotive brands.

The visit started and ended in Taipei but much of the time was spent further south in the towns of Nantou, Puli, and Taichung, as well as at the stunningly beautiful Sun Moon Lake area in the Taiwanese mountains.

Urban and intercity transportation was primarily on rail, either the underground MRT or the incredibly fast HSR system (high speed rail). But the Nantou County was more spread out and required rented cars for the extended family. One of those cars was a LUXGEN n7 EV, a vehicle locally developed and produced by Yulon Motors with development cooperation by Foxtron (a part of FoxConn, known for producing Apple iPhones).

It became clear that the family member renting the LUXGEN was proud of the local brand. Well built, stylish, reliable, and packed with technology and a great battery range, the vehicle was certainly worthy of admiration.

John Stech speaks about LUXGEN, the perceived pride in the local automotive player, and the comparative experiences he had with local brands in Vietnam and Russia.

Join in for a short but thoughtful episode on the impact of national pride on a nation’s auto industry.

For more information about LUXGEN, visit the company’s site here (Mandarin Chinese): https://www.luxgen-motor.com.tw/

Learn more about Sun Moon Lake at their homepage: https://www.sunmoonlake.gov.tw/en/

To learn more about The Auto Ethnographer, visit the homepage at https://www.auto-ethnographer.com [https://www.auto-ethnographer.com/]

EP 17: John Stech: A visit to Taiwan sparks contemplation of national pride in the automotive industry

Dr. Deb Mukherji joins The Auto Ethnographer from Gurugram, India, a city near New Delhi. In today’s episode he helps to unravel the success factors for entering the Indian market as a foreign company, automotive or otherwise.

There are success stories and failures on the Indian market. These are woven into the conversation as we explore the main drivers for success: navigating regulations, technology adapted to local consumers, economics, and the human aspect including culture.

Dr. Mukherji has over 35 years of experience in the Indian automotive industry having worked for several vehicle manufacturers and their suppliers. Well-known brands he served directly or indirectly include Hyundai, Maruti (India’s market leader), Honda, Hindustan, and Omega Seiki Mobility.

His most recent challenge had been the development and launch of Omega Seiki Mobility as the company’s Managing Director between 2018 and 2023. OSM is a startup company focused on electrifying transportation in India primarily in the 3-wheeler and 2-wheeler sectors. In this role he set up several manufacturing sites as well as a 200 dealer distribution network across India.

Between 2010 and 2018 Dr. Mukherji founded and let ADM Technologies, a company that provided business and technical consulting services to both domestic and foreign companies in India. During this time he advised and participated in the building of several manufacturing facilities and businesses.

Prior to 2010 he worked in a variety of manufacturing and supply chain positions within the automotive industry. These included but are not limited to Bestex Marujun India P Ltd. (Honda group company), Caparo Engineering India P Ltd. (an engineering company that set up major projects for clients), and Hongo India Pvt. Ltd. (a JV with Honda Cars India and Honga Japan), and Hindustan Motors. In all cases he focused heavily on setting up manufacturing operations.

Currently, Dr. Mukherji is the Founder and Managing Director of ADM Prime Consulting Pvt. Ltd. a consulting company with focus on clean energy, electric mobility and connectivity businesses, developing strategies, alliances and JVs. ADM Prime have offices in Japan and South Korea offering services to enter the Indian market successfully.

To learn more about ADM Prime Consulting or to contact them please visit the homepage at https://www.admprime.co.in/

The Auto Ethnographer releases weekly podcasts with focus on international cultures and how they impact the automotive industry, although the lessons learned can universally be applied to international business. John Stech, the host of The Auto Ethnographer podcast, has 30 years of experience in the automotive industry with work and living experiences in North America, Latin America, Europe, Egypt, Russia, and Southeast Asia. He loves to explore cultural differences and what makes people who they are around the world.

To learn more about The Auto Ethnographer visit the home page at https://www.auto-ethnographer.com [https://www.auto-ethnographer.com/]

EP 16: Dr. Deb Mukherji: Unraveling the success factors for newcomers entering the Indian market

During this second in a two-part episode, The Auto Ethnographer’s host John Stech speaks with Benny Oeyen, a Belgian who is passionate about building bridges between cultures. With automotive experience on four continents and with four distinctly different automakers, he is well-prepared to speak on cultural impacts in the industry. Benny is in the unique position of having worked for automakers in or from three major Asian countries, Mazda, Kia, and GM China. He is energetic and tells his story in a candid, compelling way weaving together the cultural aspects to the product strategy.

This week Benny tells of his challenges working with Kia Motors Europe as Vice President of Marketing & Product Planning. In 2009 he was one of the first non-Koreans to attain this level within the company and it was a critical time. Kia was on the cusp of transitioning from a maker of cheap, relatively unstylish cars to the Kia we know today, the purveyor of highly-styled, fully-equipped quality vehicles. Benny would play a crucial role in helping Kia achieve that transition with European consumers.

One critical point he discussed was trust in the Kia brand. Benny was a proponent of expanding Kia’s vehicle warranty from 2 years (the European minimum) to 7 years. He recounts in detail how that happened and mentioned a television advertisement he developed to help sell the concept to consumers. The advertisement can be found here at “7 is better than 2”: https://youtu.be/HEdMmP7jbBQ?si=gGhlI2RhO3CwnH2j

Following his five year stint with Kia, Benny joined in the rush for China. He explained that the largest automotive market on the planet was a must-have checkmark on the CV for any C-suite executive. General Motors China afforded him the opportunity as Vice President Product Planning & Strategy in the Chinese market. He spent three years in Shanghai learning the intricacies of the Chinese market and fickle consumer. He also observed trends on the rise of the Chinese auto industry a decade ago, long before the alarm bells began to ring for traditional automakers.

Benny rounds out the episode with some sound advice for people considering moving out of their home country and into a new culture. Listen in on the conversation to learn more about his insights.

Benny is now leveraging his experience in the global automotive industry as the European Managing Partner of Automobility Ltd, a consultancy focused on global mobility initiatives. You can learn more about Automobility Ltd at their website: https://automobility.io/

For more information on The Auto Ethnographer, please visit the homepage at https://www.auto-ethnographer.com [https://www.auto-ethnographer.com/]

EP 15: Benny Oeyen Part 2: Tuning challenger brand Kia for Europe and GM to China

During this two-part episode, The Auto Ethnographer’s host John Stech speaks with Benny Oeyen, a Belgian who is passionate about building bridges between cultures. With automotive experience on four continents and with four distinctly different automakers, he is well-prepared to speak on cultural impacts in the industry. Benny is in the unique position of having worked for automakers in or from three major Asian countries, Mazda, Kia, and GM China. He is energetic and tells his story in a candid, compelling way weaving together the cultural aspects to the product strategy.

In Episode 14 the conversation focuses on Benny being Mazda Europe’s first non-Japanese employee, a Product Manager. It was a learning process from both sides with Benny learning his employer’s culture and Mazda learning about European customer requirements.

Long enamored with American culture and cars, Benny shifts over to Chrysler Europe in its upstart European office in Brussels. Here he helps define customer needs for American engineers that know exclusively how to engineer large-engined vehicles for American tastes. Indeed, the opening seconds of the podcast highlights Benny’s challenge of asking engineers for Europe-specific content and specifications on Chrysler, Jeep, and Dodge vehicles. He would go on to working for Chrysler Corp (later DaimlerChrysler) in the World Headquarters in Michigan as well as in Switzerland in senior roles.

Episode 15 next week continues Benny's story at Kia Motors Europe and General Motors China in Shanghai. 

For more information about The Auto Ethnographer please visit the homepage at https://www.auto-ethnographer.com

EP 14: Benny Oeyen Part 1: A global citizen with a Belgian passport boosts Mazda and Chrysler-Jeep in Europe

This week Dr. Edwin Pang, a noted automobile tire expert, joins The Auto Ethnographer to discuss his journey from student in Malaysia and England to tire development engineer in Germany.

Born and raised in Malaysia, Edwin opted to study with the University of Nottingham both on their Southeast Asian as well as UK campuses. It was his first time living outside of Malaysia and a big step in gaining personal independence in his life and career.

On graduating with a Ph.D. in Engineering he took a role in Malaysia with Bosch, the world’s largest automotive supplier. Here he had first close exposure to the German culture through experiences with German upper management as well as interns coming in from Germany. He recounts some of his observations, including the impact of German expats eating spicy Malaysian dishes! He even recalls the emotional challenge of sundowning an acquired factory in the United States and migrating the product’s production to Malaysia.

Although the product he supported in a manufacturing environment was not automotive-related, the experience led him to the next step in his career, and something that would become a passion, automotive tires.

Edwin’s career truly gained traction at Continental Tire. He worked 8 years for Conti with 2.5 years spent in Malaysia and 5.5 years worked in Hannover at Conti’s engineering headquarters. During these years he mastered both the manufacturing, design, and testing of automotive tires.

After deciding to return to Malaysia as a result of the Covid-19 pandemic, Edwin opted to turn passion into entrepreneurial career. He started TopTireReview.com [https://www.toptirereview.com], a tire testing and review service targeted at Malaysian customers that did not have a good understanding of the importance of tires on their vehicles. He performs annual tests on the newest tires then rates and compares them for consumers. In addition, he works with dealers and wholesalers to educate consumers in on-site workshops and seminars.

From student to professional to entrepreneur. From Malaysia to the UK to Germany and back to Malaysia. Join in to hear Edwin tell his story and the observations he made along the way. Ultimately, he recommends others to do the same, to see the world and experience new cultures when provided the opportunity.

For more information on The Auto Ethnographer, please visit the homepage at https://www.auto-ethnographer.com [https://www.auto-ethnographer.com/]

Please rate the podcast and leave comments on the homepage, on YouTube, Facebook, or Instagram.

EP 13: Dr. Edwin Pang: From Malaysia to Germany on Continental Tires

In today’s Auto Ethnographer episode, the second of two parts, host John Stech dives deeper into his experience at DaimlerChrysler, covering his stay at the Chrysler side of the family.

John’s assignment at Chrysler International, a division of the company responsible for 120 non-NAFTA markets, was to revamp the volume planning system in time for a major new product offensive. In doing so he had to gain trust with an experienced Chrysler team and get their support in building a modernized approach to sales and production planning. This effort ended up impacting not only the International markets, but also caused the American, Canadian, and Mexican markets to change their approach to forecasting and vehicle ordering.

In the closing days of the merger, John had moved to Egypt (the topic of Episode 11) where he first strove to harmonize the frayed working relationship between Mercedes-Benz and Chrysler. This effort stopped short once DaimlerChrysler’s CEO, Dr. Dieter Zetsche announced the sale of Chrysler to Cerberus Capital Management. Later John would have to begin the sales company wind-down process to separate the company into two new subsidiaries, Mercedes-Benz Egypt and Chrysler Egypt.

This is the second half of John’s personal story through nine years of experiences at DaimlerChrysler, as seen from the front row on both sides of the merged entity. He understands that his experience was different than that of others. While some viewed the merger positively, many derided one or the other merged partner.

Please share your thoughts or opinions with The Auto Ethnographer by visiting the website at https://www.auto-ethnographer.com [https://www.auto-ethnographer.com/] or by leaving comments on the social media sites at LinkedIn, Facebook, Instagram, or YouTube.

LinkedIn:  https://www.linkedin.com/company/the-auto-ethnographer

EP 12 Part 2:  John Stech: Did DaimlerChrysler perish from irreconcilable intercultural conflict?

In today’s Auto Ethnographer episode, host John Stech dives deep into his experience at DaimlerChrysler. He worked within both halves of the merged companies for the duration of the company’s nine year existence. Did its end stem from irreconcilable intercultural differences? The Auto Ethnographer dives in to answer the question and the conclusion may surprise you.

On the day of the merger announcement in May 1998, John Stech was driving to work at Mercedes-Benz USA. He was so shocked by the news announcement that he pulled over on the side of the road to hear the report.

As head of Product Management for SUVs, John was responsible for the M-Class SUV and was involved in a Mercedes-Benz minivan project. It turns out that these two vehicles would be the only overlaps between the merging partners. Would the status quo remain or would the vehicles be cancelled as competing duplicates? John traces the story of the M-Class and Jeep Grand Cherokee overlap and the meetings that occurred to decide their fate.

After leaving Product Management at Mercedes-Benz and shifting into Strategic Volume Planning, little did he know that this move would prepare him for a transition to the Chrysler side of DaimlerChrysler at its headquarters in Auburn Hills, a suburb of Detroit, in 2002.

John’s assignment at Chrysler International, a division of the company responsible for 120 non-NAFTA markets, was to revamp the volume planning system in time for a major new product offensive. In doing so he had to gain trust with an experienced Chrysler team and get their support in building a modernized approach to sales and production planning. This effort ended up impacting not only the International markets, but also caused the American, Canadian, and Mexican markets to change their approach to forecasting and vehicle ordering.

In the closing days of the merger, John had moved to Egypt (the topic of Episode 11) where he first strove to harmonize the frayed working relationship between Mercedes-Benz and Chrysler. Later he would have to begin the sales company wind-down process to separate the companies.

This is John’s personal story through nine years of experiences at DaimlerChrysler, as seen from the front row on both sides of the merged entity. He understands that his experience was different than that of others. While some viewed the merger positively, many derided one or the other merger partner.

Please share your thoughts or opinions with The Auto Ethnographer by visiting the website at https://www.auto-ethnographer.com [https://www.auto-ethnographer.com/] or by leaving comments on the social media sites at LinkedIn, Facebook, Instagram, or YouTube.

EP 12 Part 1:  John Stech: Did DaimlerChrysler perish from irreconcilable intercultural conflict? 

On this week’s Auto Ethnographer episode, host John Stech tells his own story. He had spent his life preparing for a dream of working and living abroad. Suddenly the opportunity sprung up and he had only three months to prepare for a transfer with family to Egypt. Here he would be Managing Director of DaimlerChrysler Egypt (now separated into Mercedes-Benz Egypt and Stellantis Egypt).

John Stech was born Jörn Stech in Germany. His family emigrated to the United States in the 1970s but he spent many summers living with his grandparents in Germany, thereby retaining his connection to his birth country.

Since an early age he perceived the cultural differences between himself and his American friends. This led to a lifelong curiosity about international cultures as well as a deep desire to see the world, both on visits and through an international career.

He had spent thirteen years in his automotive career, most of those working with international markets but from a base in North America. Then, in 2006 his first international assignment would appear on the horizon. He accepted the offer to become the Managing Director of DaimlerChrysler Egypt in Cairo.

This opportunity threw many challenges at John. Although he had some familiarity with the Middle East – his parents had lived in Saudi Arabia – he knew that Egypt was very specific. He felt compelled to understand the market and the culture even before leaving DaimlerChrysler’s US headquarters in Auburn Hills, Michigan outside of Detroit.

The Managing Director role was also a large step in terms of responsibility. John had been leading a 35-person department in charge of volume planning, inventory management, and order intake for Chrysler's 120 non-NAFTA markets. Now he would have nearly 100 Egyptian employees and be responsible for all aspects of the local business for Mercedes-Benz and Jeep, Chrysler, and Dodge brands. This included sales, marketing, dealer networks, customer service and even two CKD assembly plants, one for Mercedes-Benz and one for Jeep respectively.

Now he tells the story how he shaped his life, his education and career in the direction of an international career. He identifies the steps he took to move to a new country and a new job, taking along a family with young children.

For those of you considering moving abroad, this episode shares insights on how to prepare, both before departing the home country and after arrival in the host country.

To learn more about The Auto Ethnographer please visit the homepage at https://www.auto-ethnographer.com [https://www.auto-ethnographer.com/]

EP 11: John Stech: How he prepared for his first overseas job with Mercedes-Benz and Jeep in Egypt

John Stech, The Auto Ethnographer, draws on his thirty years in the global automotive industry to bring the world to your doorstep in both an informative and entertaining way using a style rooted in autoethnography. 

What is "autoethnography"? Derived from Tony E. Adams’ definition, "autoethnography" is a research method leaning on the experiences of individuals to analyze assumptions, culture, communication, local norms, traditions, emotional impact, and how they mesh with greater culture and society where they operate. Normally, "auto" relates to the self – as in "autobiography". But we put wheels on it, separated the words, and focus on vehicles and the cultural experiences related to the auto industry.

The Auto Ethnographer and his guests tell the human stories behind the famous automotive and vehicle brands, spanning continents, countries, and cultures across the globe. Together, they unlock the mysteries of local culture, values, and approaches to success in the vehicle industry. Of course, every cultural interaction faces the risk of faux pas, and those will surely be covered as well. 

The Auto Ethnographer's guests made the vehicle industry happen in their country markets. Now they tell their stories. Each guest will relay their experiences while addressing cultural challenges they faced. Guests range from current and past industry leaders to newcomers and rising talents. They are either expats in a foreign land or local employees working with a foreign brand in their home country. 

The target audience are Individuals fascinated by the auto industry and how to navigate cultures for successful outcomes. The audience are either seasoned professionals or newcomers seeking to learn how to build their careers with global insights. But don't think this is limited to the auto industry. These international business principles are valid across industries.

John Stech engaged in his 30-year career with Mercedes-Benz, Chrysler Corp (now part of Stellantis), Volvo Car Group, and VinFast Automotive of Vietnam. He has lived and worked on five continents, interacting with thousands of people from dozens of different cultures. Now he brings that experience to you. 



The Auto Ethnographer with John Stech

John Stech, The Auto Ethnographer, shares his insights and experience on how international culture impacts the global automotive industry.

John Stech

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