Petrolheadi vs Elektroheadi: Auto jako symbol, volba a životní styl

This master’s thesis focuses on a qualitative analysis of differences between subcultures of automotive enthusiasts oriented toward internal combustion engines (“Petrolheads”) and electric vehicles (“Electroheads”). The aim of the thesis is to examine how the choice of powertrain relates to identity, lifestyle, values, and perceptions of social status within both groups. The theoretical framework draws on sociocultural theories of consumption, value systems and the diffusion of innovations theory. The empirical part combines three methods – a netnographic analysis of online discussions, a semiotic analysis of six marketing campaigns of European automakers, and ten in-depth semi-structured interviews. The findings reveal that the conflict between the two communities is not primarily technological or ecological, but rather value-based: Petrolheads emphasize tradition and the sensory driving experience, while Electroheads emphasize technological superiority and everyday comfort. Based on these findings, marketing recommendations for automotive brands are formulated.