Car culture, once a symbol of creativity, passion, and freedom, is being transformed. For decades, it was a subculture built on the love of machines, the thrill of speed, and the joy of customization. But today, car culture is being reshaped by a new influence: social media, and more specifically, Instagram. The platform, known for showcasing lifestyles of wealth and luxury, has increasingly become a driving force behind how people view cars. This shift has profound implications for car enthusiasts, manufacturers, and the future of car culture itself. The obsession with wealth on Instagram is killing the essence of what made car culture so special, replacing it with a focus on status and opulence rather than innovation, performance, and community.
A Shift from Enthusiast to Exhibitionist
Traditionally, car culture was about innovation, DIY projects, and a shared love for automobiles. People gathered at car meets, talked about engine specs, modifications, and track performance. It was a community-driven culture where anyone, regardless of financial background, could join if they had a passion for cars. Car culture was about the love of mechanics, the art of tuning, and the connection between driver and machine.
However, Instagram has reshaped that narrative. The platform’s emphasis on aesthetics and aspirational content has shifted car culture away from these roots. Today, it’s not about what you’ve built, but what you can buy—and how expensive it looks. Influencers flaunt supercars not for their engineering prowess, but for the status they symbolize. The message is clear: the more expensive the car, the better. Instagram car posts are filled with Lamborghinis, Ferraris, and McLarens parked in front of luxury hotels or exotic locations, draped in designer brands. These images aren’t about the car’s performance or craftsmanship—they’re about the lifestyle they suggest.
This shift from enthusiast to exhibitionist is eroding the diversity that once made car culture vibrant. Instead of celebrating a wide range of cars—from classic muscle cars to JDM imports to street-legal track cars—Instagram glorifies a narrow slice of the car world, where only the most expensive vehicles matter.
The “Flex” Culture and Its Impact on Enthusiasm
The rise of “flex culture” on Instagram, where the value of a car is judged by how much wealth it conveys, has led to a fundamental change in the motivation behind car ownership. The social currency on Instagram is rooted in likes, followers, and comments, and showcasing a million-dollar hypercar garners far more attention than a well-modified classic car or a cleverly tuned import. This shift in attention means that younger enthusiasts—those who may have once poured time and effort into restoring a beloved car or modifying a performance vehicle—are increasingly focused on chasing Instagram-worthy status symbols instead of honing their skills or nurturing a genuine passion for cars.
What used to be a hobby is turning into a competition of who can show off the most luxurious vehicle. Instagram’s “flex culture” diminishes the passion for customization and craftsmanship, pushing those elements to the background. Rather than focusing on performance modifications, unique custom builds, or innovative mechanical solutions, the attention is on how much the car costs and how much wealth the owner can flaunt. This materialistic approach strips car culture of its roots—creativity, community, and innovation—and replaces them with superficiality.
The Decline of Car Meets and Community
Car culture has historically been community-driven, with local meets, clubs, and events bringing enthusiasts together to share knowledge, ideas, and passion. Whether it was a gathering of muscle car fans at a diner, a JDM meet-up at a track, or a classic car show in a parking lot, these events were grounded in a mutual love for cars and the relationships that developed between like-minded people.
However, Instagram’s emphasis on the individual and the “influencer” has changed the dynamic. Car meets are now increasingly seen as content opportunities for influencers to build their personal brands rather than as community events. The focus is no longer on the cars themselves but on how well they photograph for Instagram. Rather than discussing build details or modifications, attendees often spend more time curating their social media presence, capturing the perfect shot to post online. In this sense, Instagram’s wealth obsession has hollowed out the sense of community that was once central to car culture. The physical gatherings are dwindling, replaced by digital interactions that lack the personal connections and shared enthusiasm that once defined the car scene.
The Influence of Car Influencers
The rise of Instagram car influencers has also contributed to this shift. These influencers, who often have millions of followers, set the tone for what is considered desirable in car culture today. Instead of focusing on the joy of driving or the art of customization, many influencers curate feeds filled with ultra-luxury cars. The content is highly curated and designed to create envy, with each post meticulously crafted to highlight wealth and success.
As a result, car enthusiasts are pressured to keep up with these influencers, often leading to a focus on leasing or financing high-end vehicles just to get that perfect Instagram shot, even if they have little interest in the car itself. The influencers’ posts are aspirational in nature, suggesting that true success in car culture is owning a rare, expensive car. This emphasis on wealth alienates many enthusiasts who may not have the financial means to participate in this version of car culture, creating an exclusionary atmosphere that contradicts the inclusive nature of traditional car scenes.
Impact on Manufacturers and the Automotive Industry
The Instagram-fueled obsession with wealth also has ripple effects on car manufacturers. As more attention is placed on luxury and exclusivity, manufacturers are increasingly focusing on producing high-end, limited-edition models with steep price tags to cater to this demand. Supercar and luxury car makers have noticed the Instagram trend and are tailoring their marketing strategies accordingly, releasing more special editions with unique color schemes, one-off customizations, and premium price points.
This shift can stifle innovation in other areas. While manufacturers focus on creating ultra-luxury models for Instagram clout, less attention is paid to producing accessible cars that offer performance and driving pleasure to a broader audience. The obsession with high-end luxury vehicles also means that manufacturers may prioritize aesthetics over performance or practicality, further driving the gap between car culture and Instagram’s vision of it.
A Call for Reclaiming Car Culture
While Instagram’s wealth obsession has undeniably shifted car culture towards a more materialistic and status-driven direction, not all hope is lost. There are still pockets of enthusiasts who are pushing back against the superficiality that has taken hold. These individuals are committed to reviving the essence of car culture by celebrating craftsmanship, innovation, and the joy of driving.
Movements like grassroots motorsports, classic car restoration, and the tuner scene remain vibrant, and many enthusiasts are using social media platforms in their own way—showcasing builds, sharing tips, and connecting with others who are passionate about cars. The challenge is finding a balance between embracing the opportunities that Instagram offers for connection and exposure while preserving the authenticity and inclusiveness that made car culture great.
Conclusion
Instagram’s wealth obsession is undoubtedly reshaping car culture, shifting it away from its enthusiast roots towards a more status-driven, materialistic direction. While this transformation has attracted a new audience, it has also alienated long-time car lovers who value performance, craftsmanship, and community over wealth and social media fame. As the automotive world continues to evolve, car enthusiasts must decide whether to embrace this new vision of car culture or fight to preserve the creative, passionate, and community-driven spirit that once defined it.