This article examines the professional identities of founders and directors of Ural automobile museums, based on in-depth interviews. The directors of auto museums are divided into three personality types based on their understanding of their museum mission. These personality types differ in their knowledge of automotive industry technologies, their biographical backgrounds, and their interest in the development of their enterprises and territories. The recognition of the need to preserve automobile heritage by these museum directors is determined by various factors (personal experience and interests, social capital, the age of the organization, the unique exhibition parameters, etc.), which influence the choice of museum strategies. The results of the study can be used in the development of state policy in the sphere of culture and the preservation of Russia's technical heritage.