Re-enchanting a Mature Industry through Craft
A Study of Modified Cars
DOI:
https://doi.org/10.51094/jxiv.1371Keywords:
craft, re-enchantment, authenticity, deviant identityAbstract
Previous studies have suggested that craft functions as a counterforce to modern rationality through the re-enchantment. In this context, conventional conceptions of craft are often rooted in a nostalgic orientation toward the pre-industrial era, preceding the advent of mass production. However, for craft to facilitate future-oriented innovation, it must transcend mere nostalgia and embrace a creative and forward-thinking approach. While several scholars have highlighted this necessity, concrete strategies for its realization remain insufficiently articulated. This study examines the case of modified supercars inspired by the aesthetics of Japan’s 1970s biker gangs, a subculture long perceived as anti-social by mainstream society, to explore how craft can re-enchant existing conceptual frameworks. Conventional craft is characterized by a return to handcrafting, the use of natural materials, and the preservation of traditional techniques. However, these modified cars embody an innovative approach that transcends such nostalgia. Through an empirical analysis, this study investigates how craft challenges the principles of modern rationality and contributes to the creation of new forms of value. Ultimately, this research seeks to refine the conventional understanding of craft’s role and provide insights into future value creation within the automotive industry.
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