The central issue of the article is to understand the making of new identities designs in a trading category that has experienced an escalation moment of the rationalization processes of companies and of labor. The study analyzes the change that mechanic's trade faces since the restructuring of the automotive repair industry that begins from the 90s. The article examines the "auto repair shop field" in a context that market demand professional competence and entrepreneurship attitude new. The study, based in Porto Alegre (RS) city case, discusses the way that the individual that works in this sector has resisted and/or negotiated with such demands "repairing" your identity.
Identity; rationalization; trade; mechanic; automotive repair industry