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Car culture in northern New Mexico demonstrates how local culture, as a reference and as a creation, becomes even more significant as national and global popular cultures create new power configurations, new alliances, and new identities. An examination of Española area lowriders highlights the ways extralocal processes such as mass production and ethnopolitical mobilization are integral in the creation of local tradition in an area marked by tourism, loss of land, and labor outmigration. [ethnic identity, localization, commodification, popular culture, mass culture, Chicanos, New Mexico]