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The Auto Ethnographer with John Stech

The Auto Ethnographer with John Stech

John Stech
Date de sortie : 2025-03-05
© 2025
The Auto Ethnographer with John Stech - QR Code
LibreNew
2 épisodes
Vidéo
Écouter sur Apple Podcasts
LibreNew
2 épisodes
Vidéo
Écouter sur Apple Podcasts
Date de sortie : 2025-03-05
© 2025
L’épisode le plus récent
EP 2: A Conversation with Greg Tebbutt: The Volkswagen Brand's journey in South Africa vs the USA.

EP 2: A Conversation with Greg Tebbutt: The Volkswagen Brand's journey in South Africa vs the USA.

Durée : 51:16
Lecture
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
Id. d’épisode : 1000697849745
GUID : 12a0eb93-74bb-418c-a4a4-1d90736e86da
Date de publication : 5/3/2025 à 12:05:23

Description

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. 

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