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.