Today’s episode is a bit of a back-to-school episode. Until now you have heard truly insightful stories from automotive executives that have navigated different cultures. Today we break out the chalkboard and try to fit a simple, yet complex, framework around those conversations. That framework was developed by Geert Hofstede.

Let’s have a short introduction to Geert Hofstede’s Cultural Dimensions. Based on research that he conducted in the 1970’s, Hofstede constructed six cultural dimensions by which different countries or cultures could be compared on a relative basis. These help to create context and understanding for differences that one could see or feel but not really explain.

The six dimensions are the Individualism vs. Collectivism Dimension, the Power Distance Dimension, the Uncertainty Avoidance Dimension, the Masculinity vs. Femininity Dimension, the Long-Term vs. Short-Term Orientation, and the Indulgence vs. Restraint Dimension. The names already hint at what each may be about.

Host John Stech provides a brief tour of Hofstede’s six cultural dimensions. He provides short examples from his automotive career for each dimension, helping to understand each. As a German immigrant to the United States, he had always felt a bit out of sync with peers. The “ah-ha” moment came when he first read Hofstede’s cultural dimensions. The light bulb came on.

This is just a short introduction to Hofstede’s work. Volumes have been written about it and other works are based on it. For more information, it is recommended to visit the website. There you can find the maps visible in the video version of this podcast. You can also find other resources, such as a tool where you can pick several countries and see how they line up on the six dimensions. This can be fascinating if you have a specific culture in mind. You can find these at https://www.geerthofstede.com [https://www.geerthofstede.com/] .

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

You can also follow on social media.

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EP 35: Stepping into the unknown culture dimension

The news media are continuously reporting on the declining fortunes of foreign automakers in China. But what are the manufacturers doing to turn that story around? In this episode of The Auto Ethnographer, host John Jörn Stech takes a look into Volkswagen’s efforts to stem the decline and fuel a future rise.

Despite decades in China as one of the first automakers, and a commanding market share for most of those years, the market has shifted and Volkswagen has been struggling. The massive shift into EVs in the Chinese market seemed perfectly matched to VW’s own aspirations as an EV-focused brand. But something went wrong.

Volkswagen’s cars seemed to miss the mark with consumer tastes in terms of styling, electronics and digital functionality, and price. Pushed back on its heels, VW is now working to close the gap. They have formed several partnerships with local Chinese companies, such as Xpeng Motors and Contemporary Amperex Technologies Limited (CATL).

As important as the partnerships is the adaptation to working with the Chinese culture and adapting its strengths in rapid automotive development.

The Auto Ethnographer explores the situation, the solutions, and the direction that things are taking for Volkswagen. The jury is still out on the long term but the results of deep cultural changes and ways of working seem to be bearing fruit.

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

Be sure to follow on social media as well for more frequent updates and “Unusual cars in unusual places”, featured on Instagram and LinkedIn.

Instagram: https://www.instagram.com/auto.ethnographer/

Facebook:  https://www.facebook.com/profile.php?id=61567929329364

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

See also the related site of Shiftgate Consulting LLC, the consulting arm of The Auto Ethnographer at https://www.shiftgate.consulting [https://www.shiftgate.consulting/]

#volkswagen #vw #chinarising #expatliving #cultureshock

EP 34:  Volkswagen overcoming the Great Wall of cultural divide in China

Two weeks ago John Stech, host of The Auto Ethnographer, traveled from Bangkok to the Philippines to visit his wife’s family. Together with them, we traveled from Manila to the center of Luzon and then to La Union on the northwest corner of the island. There was much to see but one thing was a constant: the hard working Jeepney. This episode focuses on that Filipino icon.

Jeepney’s are unique to the Philippines. They originated from the Willys military Jeep, thousands of which were left behind by the United States Army at the end of World War 2. These vehicles were modified by lengthening their wheelbase, adding long benches in the bed, covering the seating with a roof, and then customizing them by the owner.

The result is the wildly colorful Jeepney, a rolling mural, a cultural icon on Filipino roads. Each is unique in style, in color, and in expression. Emblazoned with the owner’s name over the windshield, and the route and destination under the windshield, riders know immediately which Jeepney to take.

Passengers are wide-ranging from students to office workers to laborers, and even tourists. Whether passengers sit inside, or stand on the rear bumper platform, there is always space for one more. Luggage? On the roof. These versatile vehicles get everyone and everything where they need to go.

The Auto Ethnographer shares what he saw, his impressions, and what he learned about the humble, yet mighty, Jeepney during his five days on the island.

The Auto Ethnographer features a daily post of Unusual Cars in Unusual Places on the podcast’s Instagram and Facebook. Links below.

https://www.instagram.com/auto.ethnographer/

https://www.facebook.com/profile.php?id=61567929329364

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

Also follow on LinkedIn at https://www.linkedin.com/company/the-auto-ethnographer

Keep on driving!

#jeepney #philippines #cultureshock #expatlife #workabroad #jeep

EP 33:  Filipino Jeepneys ride with pride

In Part 3 of a 4-part series, Grace Mou, Chinese trend forecaster and brand strategist, explains why Chinese consumers are flocking to Chinese automotive brands, especially electric vehicles. Together with Auto Ethnographer host, John Stech, she discusses consumer mindset.

Chinese consumers compare styling, technology, price, and features to arrive at a purchase decision. Grace clarifies what does and does not drive their decision-making process.

She explains her own experience with a family member’s Changan Avatr 11 EV, a car which was purchased to replace previous Fords that the family owned. Her impressions mirror those of many other Chinese consumers.

Grace also addresses vehicle charging, its availability and the advancements of technology towards charging speed. All factors point towards ever greater EV adoption in China where sales already exceed 50% share.

As fast as the Chinese automotive and EV brands are rising, Grace identifies one soft spot. The relentless investment in technology, engineering, and in the current price war in China has diverted budget and attention from brand building. How will this impact these brands in their home market and abroad? Grace addresses this topic.

You can read Grace Mou’s weekly blog with further Chinese culture and branding insights here https://www.grace-creativity.com/blog.

You can also follow Grace Mou on Substack at https://substack.com/@trendculturebrand

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

You can also follow on Instagram or Facebook for a daily “Unusual Cars in Unusual Places” post. For Instagram: https://www.instagram.com/auto.ethnographer/

For Facebook: https://www.facebook.com/profile.php?id=61567929329364

Grace Mou explains why Chinese consumers flock to domestic EVs

In Part 2 of a 4-part series, Grace Mou, Chinese trend forecaster and brand strategist, explains how China has emerged from its past of copycatting foreign goods and brands, and is now rapidly advancing its own innovation. Together with Auto Ethnographer host, John Stech, she discusses the so-called soft power of Chinese brands and the increase in their global export.

Grace explores the rise of the Labubu brand under PopMart, saying clearly that it is not a toy company but an intellectual property (IP) company. The nine-toothed creatures have taken over collectors’ hearts around the world thanks to sightings of many celebrities sporting them on their backpacks and handbags.

Next, she shines light on the internationally popular vertical dramas. These short 5-6 minute videos are part of a 50-60 part series watched on the phone in portrait position, hence the “vertical drama” name. Developed during the pandemic period as a form of advertisement, they quickly developed into an entertainment medium of their own.

Lastly, we cover the “instant commerce war”, a name given to Chinese hyper-advanced on-line shopping where convenience is the master. A consumer sees something, clicks, and thirty minutes later there is a knock on the door by the delivery person. This convenience does bring a danger of overspending, something that budget-wary Chinese consumers must keep in mind.

These are just three examples where China’s innovation is leading the world and is driving demand beyond its borders. This thirty-minute episode scratches the surface of this development but promises to open eyes about the speed and direction of innovation.

You can read Grace Mou’s weekly blog with further culture insights here https://www.grace-creativity.com/blog.

You can also follow Grace Mou on Substack at https://substack.com/@trendculturebrand

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

You can also follow on Instagram or Facebook for a daily “Unusual Cars in Unusual Places” post. For Instagram [https://www.instagram.com/auto.ethnographer/] click here.

For Facebook [https://www.facebook.com/profile.php?id=61567929329364] click here. 

EP 31: Grace Mou explains PopMart's Labubu craze as part of China's brand innovation

Grace Mou joins host John Stech on this week’s Auto Ethnographer Podcast for the first of a four-part series on the Chinese market, marketing, branding, and trend forecasting. She helps to unravel the current consumer sentiment in China, the world’s largest consumer market.

With a background in marketing and branding as a strategist and researcher, Grace Mou has honed her forecasting skills to determine which trends lie ahead in the Chinese consumer market. Currently working as an independent brand strategy consultant, she has worked at several marketing and branding agencies including Dongdao Brand Design & Consulting, Yang Design, Cowan, Kantar Millward Brown, and Agility Research & Strategy.

In this episode we address the following: Which sectors of goods will prevail? Are consumers prepared to pay for quality goods? Will future market develop remain in mega-cities or transition to rural China? These are questions that Grace studies and she shares her thoughts on today’s episode.

She explains the current hesitancy of consumers to spend money, favoring instead to save their earnings during uncertain times. Grace also identifies a trend of consumers shifting preference to services and experiences, as opposed to physical goods. Travel is currently a hot ticket item for the consumer.

Grace also explains the “religion of money” which she compares to being “money gene” in Chinese consumers. There is a focus on wealth and prosperity, something which has helped fuel the rapid rise of the Chinese consumer economy over the past twenty years.

But something is different now. Grace dives into these topics and more during the conversation.

You can read Grace Mou’s weekly blog with further culture insights here https://www.grace-creativity.com/blog.

You can also follow Grace Mou on Substack at https://substack.com/@trendculturebrand

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

Follow on Instagram for a daily dose of unusual cars in unusual places at https://www.instagram.com/auto.ethnographer/

EP 30: Grace Mou unravels the current consumer attitude and "money religion" in China

Philipp Schiemer is equally comfortable leading a dealer meeting at Mercedes-Benz Brasil or driving a cutting-edge performance car around the track at Mercedes-AMG. And it’s no wonder because he has been CEO of both companies.

This week’s Auto Ethnographer podcast, with host John Stech, features Philipp Schiemer, a highly adaptable German automotive executive. Philipp spent a combined twenty years in Brazil over the course of three separate work assignments, the final 7-year stint as CEO of Mercedes-Benz Brasil.

With a base in the Spanish language, Philipp quickly mastered Portuguese, a skill that would allow him to connect to employees and business partners alike. Beyond the language, Philipp understood the nuances of the Brazilian culture – taking decisions, negotiations, time culture, and the importance of selecting a futbol team!

Over the course of his three assignments in Brazil, he faced numerous challenges from economic turbulence to the carveout of Chrysler from the DaimlerChrysler organization to the implementation of strict compliance rules (driven by Sarbanes-Oxley) on a continent that was known for questionable adherence to corruption rules. Each challenge brought learnings.

The final pinnacle of Philipp’s career, prior to recent retirement, was to sit at the helm of the legendary Mercedes-AMG GmbH. This vaunted producer of high-performance cars for road and track demanded a fast-moving, decisive, and flexible leader. His experience in Brazil had trained Philipp well for this role and he excelled in the role despite starting the job at the peak of Covid shutdowns.

Join us today in the discussion and learn some insights on what it takes to lead in Brazil and what it means to lead one of the most aspired-to automotive brands in the world.

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

Follow the channel on Youtube [https://www.youtube.com/channel/UCtrD6CPH0KXdKrIRBnTHpuQ] here. 

Get your daily dose of unusual cars in unusual places on Instagram [https://www.instagram.com/auto.ethnographer/] or Facebook [https://www.facebook.com/profile.php?id=61567929329364]. 

EP 29: Philipp Schiemer - CEO in Motion: Brazil, Germany, and the Mercedes-AMG Dream

Tim Bravo, Director of Communications at Automobili Lamborghini, joins John Stech, host of The Auto Ethnographer, to discuss how his mixed German-Spanish heritage boosted his career opportunities. Tim has worked with an enviable list of automotive brands from SEAT to Porsche to Bugatti and, ultimately, to Lamborghini.

He was born in Germany but he moved with his family to Barcelona at an early age. Although his father is of Spanish descent, Spanish was not spoken in the household. Tim took things into his own hands and learned both Spanish and Catalan on the streets of Barcelona through his friends even as he attended a German school.

Sixteen years after having returned to Germany to finish his primary school education and university, fate brought him back to Barcelona. A fortuitous connection to the SEAT Communications Department led to a job offer and several years working with the iconic Spanish brand owned by the Volkswagen Group.

Fate took another twist that brought Tim to Porsche’s communications group in the brand’s Stuttgart home. But soon thereafter, the company leveraged Tim’s communications expertise and language skills in Porsche Cars Latin America, based in Miami. From here he would manage brand communications across South and Central America plus the Caribbean.

Still in the Volkswagen Group’s orbit, Tim’s next stop was in France with the super-premium Bugatti brand which then led directly to Sant’ Agata, Italy and his current role with Lamborghini.

Through all of this Tim approached life with humility and authenticity, never diverging from his own upbringing and persona. He views life and fate in a clear, open-eyed manner, always knowing that curveballs will be thrown. And he is ready for them.

In this podcast Tim shares the story of his upbringing in two countries, his heritage, his career, and his approach to life lived in cultures not his own. It is informative and deeply inspiring.

To learn more about the Auto Ethnographer and for links to all podcast platforms, follow the link to the homepage. https://www.auto-ethnographer.com [https://www.auto-ethnographer.com/]

Check out our Instagram here [https://www.instagram.com/auto.ethnographer/]. 

Check out our YouTube Channel here [https://www.youtube.com/channel/UCtrD6CPH0KXdKrIRBnTHpuQ]. 

EP 28: Tim Bravo - leading Lamborghini's Communications by leveraging his multicultural heritage

Six Months. 27 Episodes. Listeners from 38 Countries.

The Auto Ethnographer podcast is officially six months old and what a global journey it’s been.

From Mercedes-Benz to McLaren, Toyota to VinFast, our guests have shared stories from Mexico to Malaysia, Sweden to Saudi Arabia, exploring how culture shapes the way we move, market, and make meaning.

We’ve featured voices from inside Porsche, Volvo, Aston Martin, Land Rover, and more with each one revealing what it’s like to work across borders, brands, and belief systems.

And we’re just getting started. Coming soon: Lamborghini, Mercedes-AMG, and a deep dive into Chinese branding and cultural trends.

Follow us on Instagram, Facebook, and Threads for daily snapshots of unusual cars in unusual places.

🎧 Listen. Reflect. Drive differently. But keep on driving!



Facebook:  https://www.facebook.com/profile.php?id=61567929329364

Instagram:  https://www.instagram.com/auto.ethnographer/

YouTube: https://www.youtube.com/channel/UCtrD6CPH0KXdKrIRBnTHpuQ

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

BONUS:  A thanks to listeners in 38 countries after six months of the podcast

On this week’s episode of The Auto Ethnographer, host John Stech speaks with Jess Bala, Managing Director of General Motors Australia & New Zealand. The native Australian speaks about her experiences working for GM in both Australia and at the company’s headquarters in Detroit, half a world away.

Jess is currently launching the Cadillac brand as an EV-only brand Down Under. And she is uniquely qualified to do this. She has 13 years of product planning experience with GM, starting with the Australian Holden brand and ending as Director of Cadillac Product Planning & Product Marketing in Detroit prior to her return to Australia. She truly knows the brand, the product, and its targeted consumers.

Rounding out her product planning experience, Jess also served as Chief of Staff in GM CEO Mary Barra’s office. Here she learned global lessons about the company and the auto industry as a whole, lessons she would take back and leverage in her current role as Australia & New Zealand’s Managing Director.

She shares some keen insights on Australians and Americans, their similarities and differences. Though fairly similar, not only in language, there are key differences that set them apart.

Learn more about the Auto Ethnographer podcast at https://www.auto-ethnographer.com [https://www.auto-ethnographer.com/]

Follow on Instagram for a daily dose of unusual vehicles spotted in unusual places – the intersection of cars and culture.  https://www.instagram.com/auto.ethnographer/

EP 27:  Jess Bala talks about General Motors culture in Australia and Detroit HQ

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

Shows