The Formation of a Deviant Category:

The Case of Customized High-end Supercars

Abstract

Over the past several decades, numerous studies have examined the formation of various categories. However, most of these studies assume that newly emerging categories bring social benefits and gain legitimacy and acceptance within society. The role of deviant identity in forming a new category has received little attention. Examining such categories can help uncover alternative mechanisms of category formation. This study explores how a deviant identity can be transformed into a socially legitimate category and successfully lead to a novel market through an empirical analysis of high-end supercars customized in the style of street car gangs. We employed a mixed-method approach, incorporating the Grounded Theory Approach for qualitative research and consumer surveys for quantitative analysis. The interview and survey results indicate that categories with deviant identities emerge and become established as rebellious reactions toward external audiences intensify, driven by internal actors who perceive themselves as "immoral and unethical." Furthermore, the findings reveal that craft values—such as artistic expression, high quality, and the innovation of traditional cultures—play a crucial role in category formation, acting as a counterforce to the established automotive industry.