Living as an #expat outside of your home culture is the ultimate challenge. In this 2025 year-end special, I’ve distilled the most powerful insights from 41 episodes of The Auto Ethnographer into one essential guide.

Join me as I revisit the most impactful moments from every featured guest this year—professionals who have navigated the complexities of the automotive industry and beyond in foreign lands. Whether you are facing early culture shock , looking to improve your cross cultural management skills, or simply curious about the reality of working abroad, these stories prove that the lessons learned are universally applicable.

From the excitement of the "honeymoon phase" to the hard realities of cultural adaptation, this video compiles the real human stories behind the job titles.

In this video, we cover:

• Real-world advice: Practical tips for surviving the transition to a new country.

• Professional growth: How to handle cross-cultural communication in the workplace.

• The Human Side: Honest reflections from unique guests on what it truly means to live as an expat, work with expats, and to be a global citizen.

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#ExpatLife #CulturalAdaptation #WorkingAbroad #CrossCulturalManagement #2025Recap #AutomotiveIndustry #CultureShock

What happens when a single career stretches across continents, cultures, and some of the most storied automotive brands on earth? In this episode of Auto Ethnographer, we dive into the remarkable global journey of Toscan Bennett, a man whose life has been shaped by movement, adaptation, and an uncanny ability to bridge worlds that rarely understand one another.

Host John Stech welcomes Toscan for a wide‑ranging conversation that begins with his unusual upbringing as a third‑culture kid born in Vietnam, raised across Asia and Latin America, and eventually thrust into a career that would take him deep inside the automotive industry’s most complex cultural intersections. Toscan’s story is not just about cars, it’s about identity, belonging, and the unique fluency that comes from never fully fitting into one place.

Across the episode, Toscan walks us through his extraordinary professional arc, spanning 11 automotive brands and multiple continents. In this conversation alone, he reflects on his time with Alfa Romeo, Ferrari, Chrysler, Mitsubishi, Volkswagen, Volvo, Ceer, and VinFast—each one offering a different lens into how global companies think, operate, and sometimes collide. From Italian passion to Japanese humility, from German precision to Vietnamese speed, Toscan reveals how culture shapes products, decisions, and the very rhythm of corporate life.

Listeners will hear vivid stories of American engineers experiencing European roads for the first time, the chaos and brilliance of cross‑cultural product development teams, and the surprising realities of working inside Swedish consensus culture. Toscan also shares candid insights into the limits of centralized thinking—especially when headquarters assumes the world looks just like home—and the moments when only firsthand experience can break through corporate assumptions.

As promised during the episode, John and Toscan also acknowledge the three brands they didn’t get to—Lotus Motorcars, Opel, and Vauxhall—a reminder of just how expansive Toscan’s career has been. Even with an hour of conversation, there simply wasn’t enough time to cover all eleven.

Whether you’re fascinated by global business, automotive history, or the human side of cross‑cultural leadership, this episode offers a rare inside look at what it truly means to build a career across borders. Toscan Bennett’s journey is a lesson in adaptability, curiosity, and the power of seeing the world through more than one lens.

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Do Thai citizens love cars? And what attracts them to different brands? Those are the questions that John Jörn Stech, host of The Auto Ethnographer, set out to answer at a large motorshow in Bangkok, Thailand.

This week the 42nd Thailand International Motor Expo is bringing car fans and curious consumers from around the country to the IMPACT Challenger show hall. A wide range of brands hail from Europe, Japan, South Korea, the United States, and increasingly, from China.

John speaks with representatives from eight different brands – European, Japanese, American, and Chinese – to understand what attracts their customers to their brands. These are Volvo, Toyota, Audi, BMW, Chery, Ford, Great Wall Motors, and Zeekr. Listeners may be surprised what the brands think the consumers find attractive.

John speaks with Auteneo founder, Krzysztof Tokarz, about his company’s foray into social listening. This involves using AI-driven tools that “listen” to thousands of social media conversations about the automotive industry and specific brands. Using this social listening technology, automakers can learn what consumers are saying about their products and address the concerns, either tactically or with strategic product changes. To learn more about Autoneo’s capabilities, visit their website at https://www.auteneo.comand be sure to follow them on LinkedIn at https://www.linkedin.com/company/auteneo.

John also speaks about the increasing number of Chinese competitors in the market, with special focus on Changan’s luxury Avatr brand, whose show stand is directly adjacent to Mercedes-Benz. Is this a threat to the vaunted German luxury brand?

Auto shows are exciting, full of energy, and able to answer questions for inquisitive consumers. There is no doubt that Thailand’s show is in its prime and set to grow each year with new brands entering the market.

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Alexandra Strassburger joins John Stech, host of The Auto Ethnographer podcast, with a story that transcends borders, industries, and expectations. Her 11 years living and working in China as a German citizen shaped not only her worldview but also her leadership style, family life, and strategic contributions to one of the world’s most iconic automotive brands. In this episode, Alexandra shares how deep cultural immersion—from language learning to Chinese cooking clubs—became the foundation for both personal growth and professional innovation.

Currently Head of IT for Global Sales and Marketing at Mercedes-Benz Cars, Alexandra leads diverse teams across Stuttgart and beyond in shaping the future of digitized, standardized automotive sales. Her career at Mercedes-Benz spans over two decades, with pivotal roles in sales, marketing, R&D, and strategy. But it’s her intercultural fluency—honed through years of on-the-ground experience in China—that sets her apart as a global leader.

On the personal side, Alexandra recounts how her early exposure to Chinese culture began at age five, when her father hosted Chinese business partners at their family home. Later, she and her husband made the bold decision to raise their children in a fully local Chinese environment, complete with traditional medicine, Mandarin-speaking caregivers, and dumpling-filled Chinese New Year celebrations. “If you ask me where my home is,” she says, “it’s in Chaoyang, Beilu in Beijing.”

Professionally, Alexandra’s time in China was transformative. She helped establish product management in Beijing, built the China Insights division, and led teams through the complexities of a rapidly evolving market. Her leadership journey began with a steep learning curve - “I was very German and very controlling,” she admits - but evolved into a hybrid approach that blended German thoroughness with Chinese pragmatism. “That was the magic key,” she reflects.

The episode also explores how Alexandra’s return to Germany revealed a more international and diverse workplace than the one she had left. She brought back a new mindset - one that values closeness with team members and embraces cultural overlap. “All the fears I brought from Germany were completely useless,” she says. “I could just avoid them and learned a lot. I grew a lot there.”

Whether you’re curious about cross-cultural leadership, global mobility, or the human side of automotive strategy, this conversation offers rich insights and heartfelt reflections. As Alexandra puts it, “We didn’t just live in China—we became part of it.”

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

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In this episode of The Auto Ethnographer podcast, host John Stech welcomes back Chinese culture trend forecaster and brand strategist Grace Mou for a deeply personal and thought-provoking conversation. Fresh from her first-ever trip to Europe - visiting France and Italy - Grace shares her candid impressions of Western culture, technology, and branding through the eyes of a Chinese professional immersed in global consumer trends.

What she discovered surprised her. “I never expected that Europe is living in the past while China is living in the future,” Grace reflects. From the absence of mobile payment systems to the analog pace of daily life, she found herself transported not forward, but backward in time. Yet rather than dismissing the slower rhythm, she came to admire it. “Europeans don’t live on their smartphones. They can have more time to enjoy their life.”

The conversation dives into the rituals of Italian coffee culture, the emotional resonance of European branding, and the contrast between Shanghai’s innovation-driven consumerism and Europe’s reverence for tradition. “In China, we obsess over usefulness. But in Europe, beauty and heritage come first,” Grace explains. Her insights challenge assumptions about progress and offer a nuanced view of what it means to live and nurture brands well.

As a branding strategist, Grace found herself rethinking the very foundations of value. “Sometimes, the useless is the most powerful,” she says, pointing to the rise of emotional economy brands like PopMart in China. Her reflections suggest a cultural shift on the horizon, one where aesthetics, storytelling, and emotional connection may begin to rival functionality in Chinese consumer expectations.

Grace also touches on sustainability, noting Europe’s embrace of the circular economy through vintage shops and secondhand fashion. “In China, people jump to the newest things. But in Europe, they appreciate what has already lived,” she observes. This reverence for the past, she argues, could offer valuable lessons for China’s fast-moving consumer culture.

To accompany this episode, Grace has published two Substack essays: one exploring Milan’s coffee culture compared to Shanghai’s, and another on discovering authentic French cuisine outside Paris. Tune in for a rich, cross-cultural dialogue that will leave you rethinking technology, branding, and the art of living. You can find those here on Grace’s Substack page: https://substack.com/@trendculturebrand. Be sure to subscribe so you don’t miss her weekly insightful articles on brand and culture trends.

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#chinaculture #chinarising #eastmeetswest #milano #paris #coffeeculture #focaccia #progress

In this episode of The Auto Ethnographer, host John Stech explores the cultural and diplomatic shockwaves following a U.S. immigration raid at a Korean-run EV battery plant in Georgia. Nearly 500 Korean nationals - engineers, technicians, and students - were detained despite holding valid visas. The raid triggered not only legal action but also a deep rupture in trust between South Korea and the United States.

John examines the human toll, the Korean cultural concept of chemyeon (face), and how public humiliation abroad reverberates through Korean society. He connects the incident to South Korea’s escape from an authoritarian past and highlights how the raid was framed as a moral and diplomatic crisis. With Korean firms reevaluating U.S. investments and a class-action lawsuit now underway, this episode asks: What happens when dignity is violated in a global business partnership?

This is not just a story about immigration enforcement—it’s about cultural diplomacy, strategic clarity, and the fragile nature of trust between allies. Tune in for a sobering look at how global mobility intersects culture and politics, and why symbolic repair may be the only path forward.

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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 .

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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

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#volkswagen #vw #chinarising #expatliving #cultureshock