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Car and motorcycle ownership levels are increasing rapidly in southeast Asian developing countries, leading to unsustainable developments. In this article we focus on car ownership motivations in Bandung, Indonesia, where cars have become the main contributor to traffic congestion. We suggest that attitudes toward cars are important for explaining car ownership trends. Using data from 500 undergraduate students from one university in Bandung, this study constructs five factors regarding car perception through principle component analysis: symbolic/affective, arrogant prestige, independence, comfort, and social/env. care. These five factors plus some sociodemographic variables, such as monthly income, are used as explanatory variables for modeling car ownership using structural equation modeling. Our results suggest that primarily independence, arrogant prestige, and some sociodemographic variables …