Auto Ethnographer with John Stech

In this week's episode John Stech, host of The Auto Ethnographer, has a conversation with with Gianfranco Pizzuto, Founder and CEO of Automobili Estrema, a company designing and preparing the Fulminea e-hypercar for launch. He also reveals plans for a new, as-yet, unannounced project.

Born and raised in northern Italy where the borders of Austria and Switzerland converge with his native country, Gianfranco was raised bi-lingual Italian and German. He attributes his upbringing to his success in navigating across cultures in the business world.

Long before his dream of building a car came to be, Gianfranco was a co-founder and Vice President at FAE Group, a manufacturer of agriculture and forestry attachments for tractors.

He went on to become Fisker Automotive’s first investor in 2007, working together with founder Henrik Fisker in realizing a hybrid-electric premium sports car. Gianfranco was not only an investor in Fisker but also a distributor in several European countries.

Following the bankruptcy and demise of Fisker, Gianfranco continued to innovate in the electric vehicle arena. He founded Scuderia-e, a company which would convert American specification Fiat 500e vehicles to European specification. But that was not all. The company redeveloped the battery, battery management system, and charging capability to improve the vehicle beyond the original that had left a Fiat factory.

With the onset of Covid, Gianfranco’s engineering team convened virtually to discuss the dream of building an electric hypercar. Weekly meetings solidified the dream into reality, resulting in first a small scale model being built but ultimately a full-size vehicle. The Fulminea is still under development but launch plans are in place.  To learn more about Automobili Estrema and the Fulminea, you can visit the website at

https://fulminea.com/

Returning from a recent trip to China, where he visited Xiaomi’s automobile factory, Gianfranco recalls his impressions and issues a caution to Western competitors about the competitiveness of China’s technology and the national spirit for success.

Visit The Auto Ethnographer's homepage for more information about the podcast series at https://www.auto-ethnographer.com

In this week's episode John Stech, host of The Auto Ethnographer, has a conversation with Gareth Dunsmore. With an appreciation of different cultures going back to his childhood, thanks to his family, Gareth talks about his experiences working overseas with Nissan and VinFast. He also speaks about McLaren and how to convey its Britishness around the world.

Gareth started his marketing career with Nissan Motors UK but had an opportunity earlier in his career to move to Nissan’s regional office based in Paris. He spent 11 years living in France and Switzerland working with Nissan marketing departments across the AMIEO Region (Africa, Middle East, India, Europe, and Oceania).

He returned to England with a new challenge and adventure, working as Chief Marketing Officer at McLaren, maker of renowned supercars. Here he faced an unexpected challenge – working with British colleagues following his stint abroad. Gareth discusses that challenge as well as how to market a brand like McLaren to consumers outside of the UK.

After McLaren, Gareth set out on a big adventure, taking on the role of Deputy CEO of Sales & Marketing at VinFast Automotive, an upstart electric vehicle producer based near Hanoi, Vietnam. This would be the most daunting challenge yet but Gareth found the way to succeed and to gain respect from his Vietnamese colleagues, who had predisposed notions about Westerners.

Gareth has since returned to Nissan Motors where he is Managing Director for e-Micro Mobility Nissan for the AMIEO region. This includes the Silence Eco Urban Mobility range.

Visit The Auto Ethnographer's homepage for more information about the podcast series at https://www.auto-ethnographer.com

In this week's episode John Stech, host of The Auto Ethnographer, has a conversation with Dr. Helmut Groesser. Helmut spent most of his career in Product Management at Mercedes-Benz. Most of the vehicles you know over the past decade were influenced by Helmut and his team in some way.  Today he talks about how Mercedes-Benz considered different country-market requirements and some of the interesting ways to convince the vaunted Mercedes-Benz Engineering Department to adapt the vehicles. 

He took a detour to the United States for three years to work on the Jeep, Chrysler, and Dodge brands when Mercedes-Benz and Chrysler were joined under the DaimlerChrysler roof. Here he helped to bring the more advanced Mercedes product planning methods to Auburn Hills, Michigan in order to prepare Chrysler for its coming global product offensive in the early to mid-2000s. Helmut speaks candidly about his time in that role and about the differences in working between Germans and Americans. 

Helmut also speaks about his time working as Head of Sales for Mercedes-AMG, a highly operational role much different from his long-term-focused product strategy roles. He speaks of Mercedes-AMG's development process and how speed was achieved even when vehicle lines were developed within the parent company. 

Living in the United States and working with people around the world has impacted Helmut personally. He explains how with some thought-provoking anecdotes. 

Visit The Auto Ethnographer's homepage for more information about the podcast series at https://www.auto-ethnographer.com

This week John Stech, host of The Auto Ethnographer is joined by Greg Tebbutt. Greg has spent 30 years in marketing with half of that in the automotive industry, both on the agency and the automaker sides. On the agency side he worked with Nissan, BMW, Audi, and Volkswagen (South Africa).  On the automaker side, he worked with Volkswagen (USA), VinFast, and Meyers Manx.  The conversation centers on the Volkswagen brand in South Africa, of which Greg is a native, as well as the United States, providing a rich comparison between the two markets.

The tale of the Volkswagen brand between South Africa and the United States could not be more different. VW commands the highest market share in South Africa outside of its home market in Germany. And in the US market VW typically has the lowest share of any markets it serves. Greg and I dive into the differences, what causes them, and what could be done for improvement. 

Greg Tebbutt served as Senior Director, Marketing Strategy & Communications at Volkswagen of America. Subsequently he led VinFast's launch marketing efforts as the US CMO.  He has also guided the marketing as Meyers Manx, an iconic dune buggy brand as it transitions to an electric vehicle brand. 

https://auto-ethnographer.com

John Stech, The Auto Ethnographer, introduces the concept of autoethnography and how it became "auto ethnography" with a focus on cars.  On this podcast we tell the human stories behind the famous automotive and vehicle brands, spanning continents, countries, and cultures across the globe. We unlock the mysteries of local culture, values, and approaches to success in the vehicle industry.

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 and focus on vehicles.