Abstract
This research explores how gender is constructed, enacted, reinforced and negotiated through consumption in South Africa. An emphasis is placed on the role of automobiles in the enactment of masculine identity in the Township, specifically the Volkswagen (VW) Polo. The study builds on these insights by exploring the relationship between consumption and masculine identity construction, with the goal to comprehend how young black South African men between the ages of 21-34 years construct and communicate masculinity through visible markers of success, particularly VW Polo vehicles. The Volkswagen (VW) Polo is one of the best-selling passenger vehicles in South Africa, in both regular Polo and budget-focused Polo Vivo, constantly being in the top 10 in the monthly sales charts. The exceptional sales performance of these models forms the basis of the ensuing study. This popularity has cemented the VW Polo's place in South African car culture, particularly among first-time and young car owners.