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Episode #1357: Honda rides hybrid momentum toward bigger market share, Ford gets an AI-fueled stock boost from repurposed EV batteries, and Target bets family-friendly upgrades will drive customer loyalty.

Show Notes with links:

• Honda says it’s aiming for more than 9% U.S. market share in 2026 and thinks 10% is within reach as hybrids continue to surge. With gas prices climbing and EV demand cooling, the company says its flexible production strategy is helping it stay ahead.
  • Honda finished last year with 8.7% U.S. market share, hit 10% in April of this year and still expects to grow sales 4% this year to around 1.5 million vehicles.
  • Hybrids made up nearly a third of Honda brand sales in Q1, and the company is ramping up production and marketing around Civic, Accord, CR-V, and Prelude hybrids.
  • Despite tariff uncertainty, Honda says its North American manufacturing footprint protects it from major disruption with nearly 99% of vehicles built in-region.
  • Honda says hybrids are now the sweet spot, expecting them to land in the “mid-to-low 30 percent range” of total sales this year as gas prices push more buyers away from pure ICE models.

• Ford stock is suddenly surging, not because of trucks, but because Wall Street is betting on Ford becoming an AI-era energy player. The company’s new Ford Energy division plans to repurpose EV batteries into massive storage systems for data centers and utilities.
  • Ford stock jumped 28% in two weeks after launching Ford Energy with a $2 billion investment aimed at powering AI data centers and utilities.
  • The business will repurpose excess EV battery capacity into stationary storage systems, putting Ford into competition with Tesla and LG Energy Solutions.
  • Investors are especially bullish on Ford’s partnership with Chinese battery giant CATL, with one analyst valuing the new energy arm at up to $10 billion.
  • Ford says it plans to deploy at least 20 gigawatt hours of battery storage annually, including a major supply agreement with energy company EDF starting in 2028.
  • BNP Paribas analyst James Picariello summed up the shift saying: “It’s hard to find another comparison on the OEM side of things with the exception of Tesla.”

• Target is betting that winning over busy families doesn’t require flashy AI, it just requires cleaner bathrooms, smarter shopping carts, and fewer parenting headaches. The retailer says those small upgrades could create much bigger long-term customer loyalty.
  • Target is investing $1 billion into customer experience upgrades, including 130+ store remodels focused on family-friendly improvements.
  • New shopping carts feature larger cupholders, deeper child seats, and flat storage surfaces designed to make shopping easier for parents.
  • The retailer says modernized bathrooms are a surprisingly important loyalty driver because “busy families” are now Target’s core growth audience.
  • Executives admitted Target lost focus in recent years and are now doubling down on creating “the most delightful experience in retail” for younger families.
  • Gartner analyst Halle Stern said the smaller upgrades matter more than flashy tech: “The minor changes are making this huge difference.”

Join Paul J Daly and Kyle Mountsier every morning for the Automotive State of the Union podcast  as they connect the dots across car dealerships, retail trends, emerging tech like AI, and cultural shifts—bringing clarity, speed, and people-first insight to automotive leaders navigating a rapidly changing industry.

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Episode #1356: Today we unpack the million buyers who’ve quietly exited the new-car market, why off-lease inventory is finally rebounding (briefly), and how America’s new “premium economy” is changing the way consumers spend, travel and shop.

Show Notes with links:

• A million Americans have quietly exited the new-car market and the shrinking pool of buyers is raising long-term concerns for dealers and OEMs alike.
  • Analysts say roughly one million prospective buyers have defected from the new-car market since 2020 as average transaction prices hover near $50,000 and financing costs remain stubbornly high.
  • Pre-pandemic U.S. sales regularly topped 17 million vehicles annually. Now the industry is bracing for about 16 million sales this year with little confidence the old highs will return anytime soon.
  • Instead of chasing volume with discounts, automakers are leaning into profitable trucks and SUVs. Selling fewer vehicles at higher margins has become an unexpectedly comfortable business model for Detroit.
  • “I don’t want to say automakers are OK with this level of sales, but they kind of are.” — Ivan Drury, Edmunds analyst
  • Volvo commercial chief Erik Severinson didn’t mince words: “This is a real threat to the whole industry… people are not able to buy new cars.”

• The off-lease floodgates are finally reopening… kind of. Nearly 500,000 more lease returns are expected to hit the used-car market this year, but analysts say the glory days of leasing still aren’t coming back anytime soon.
  • Edmunds says off-lease volume is expected to jump nearly 26% year-over-year in 2026 with another 400,000 units expected in 2027 as the industry slowly recovers from the leasing collapse of the pandemic years.
  • After 2027, off-lease inventory is expected to level off because leasing volumes never fully recovered after COVID-era shortages and rising prices.
  • Leasing penetration peaked around 29% before COVID but cratered to just 18% in 2022 as inventory shortages and high prices crushed affordability. Even now, lease activity remains well below historic norms.
  • Edmunds says the leasing slowdown is reshaping the used-car business because many mainstream vehicles no longer produce the steady stream of predictable off-lease inventory dealers once relied on.
  • Ivan Drury: “Without a major shift in incentives toward leasing, we are likely to be stuck in this stifled state of leasing for the foreseeable future.”

• Forget the “K-shaped economy.” Some economists say America is now a “premium economy” where consumers can’t afford houses or retirement, but they can afford upgraded flights, better groceries and premium experiences.
  • More Americans are entering the upper-middle class, but home ownership and retirement still feel out of reach for many younger consumers.
  • The upper-middle class has grown from 10% of families in 1979 to 31% in 2024, according to research from the American Enterprise Institute.
  • Instead of buying homes, consumers are spending on smaller “premium” upgrades like travel, concerts and nicer retail experiences. Delta and United captured more than 90% of airline profits last year while Spirit struggled.
  • Walmart has become a major winner by improving stores, delivery and curbside pickup, pulling shoppers away from lower-cost competitors like Dollar General.
  • Hilton CEO Chris Nassetta predicts the economy could eventually shift from “K-shaped” to “C-shaped” as lower inflation and AI-driven productivity help consumer spending “converge” and be more balanced across income levels.

Join Paul J Daly and Kyle Mountsier every morning for the Automotive State of the Union podcast  as they connect the dots across car dealerships, retail trends, emerging tech like AI, and cultural shifts—bringing clarity, speed, and people-first insight to automotive leaders navigating a rapidly changing industry.

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Episode #1355: Today we’re talking about dealers feeling cautiously optimistic despite economic pressure, Volvo dodging a major U.S. regulatory headache tied to its China ownership, and OpenAI quietly building what could become a serious challenger to Google’s ad business through conversational AI.

Show Notes with links:

• Dealer optimism is creeping back up according to Cox Automotive’s Q2 Dealer Sentiment Index, especially around used cars. But underneath the positivity? Plenty of concern around the economy, politics, and affordability.
  • Dealers rated current market conditions at a “slightly favorable” 53, with optimism for the next three months jumping to 57.
  • Customer traffic showed a meaningful rebound, climbing from a weak 34 in Q1 to 43 in Q2. Still not back to 2025 levels, but enough movement to suggest shoppers are slowly re-entering the market.
  • Dealers gave the used car market a 62 rating — the strongest since 2022 — with several stores reporting record grosses and fast-moving pre-owned inventory.
  • The biggest drag on business? The economy. 54% of dealers said economic conditions are holding them back, while 43% pointed to the political climate.
  • One Toyota dealer summed it up perfectly: “Still a high demand, but economic uncertainty is making people wary.”

• Volvo shares jumped after the automaker secured approval to continue importing and selling vehicles in the U.S., easing fears that its Chinese ownership ties could create a major roadblock for future business stateside.
  • Volvo stock climbed nearly 7% after the company announced it received “specific authorization” from U.S. regulators tied to China-connected vehicle restrictions, set to begin in model year 2027.
  • The concern stemmed from Volvo’s majority owner, Geely, which controls nearly 79% of the company and had investors worried about future bans under new national security rules.
  • Instead of restrictions, Volvo says talks with U.S. officials around governance, technology, and data security led to an approval with no added conditions — something analysts say was better than expected.
  • Volvo continues investing heavily in the U.S., including plans to build two additional models at its South Carolina plant by 2030.

• OpenAI’s early advertising experiments are revealing something marketers are paying close attention to: ChatGPT can create buying intent during a conversation, not just respond to it. That could fundamentally change how digital ads work.
  • Unlike Google Search ads built around keywords, ChatGPT ads are triggered by “conversational intent” — meaning the AI can infer what users may want even if they never search for it directly.
  • Similarweb found that 46% of users who eventually saw an ad started the conversation with zero commercial intent. The chat itself gradually created the opportunity.
  • Ads appear much later in conversations — sometimes 30 to 50 exchanges deep — making them feel more like recommendations than interruptions.
  • OpenAI currently shows just one ad at a time inside chats, creating premium inventory that analysts estimate could command CPMs around $60 and CPCs near $12.
  • Similarweb’s Heral Amir: “OpenAI has a chance to take advertising to a very good place from user experience, but they can also mess it up completely.”

Join Paul J Daly and Kyle Mountsier every morning for the Automotive State of the Union podcast  as they connect the dots across car dealerships, retail trends, emerging tech like AI, and cultural shifts—bringing clarity, speed, and people-first insight to automotive leaders navigating a rapidly changing industry.

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Episode #1354: Today we talk about Mazda trying to define what the brand actually stands for, Ford battling yet another F-150 production headache while inventory stays tight, and Ferrari shocking enthusiasts with a futuristic $640k EV designed alongside former Apple design legend Jony Ive.

Show Notes with links:

• Mazda’s U.S. CEO says the brand’s biggest challenge isn’t product, pricing, or even tariffs—it’s clarity. As Mazda pushes toward 500,000 annual U.S. sales, Tom Donnelly says dealers will play the starring role in making the brand more distinctive and desirable.
  • Mazda has hovered around 400,000 U.S. sales for two years and believes stronger brand identity is the path to 500,000 units.
  • Dealers were challenged to rethink customer experience with shorter processes, stronger relationships, and what Mazda calls a more “sticky” ownership experience.
  • Donnelly emphasized affordability as a major opportunity, noting Mazda’s average transaction price is around $39,000 compared to the industry average above $51,000.
  • Tariffs, incentives, and shifting production have pressured profitability, but Mazda says strategic moves like shifting Mazda3 sedan production to Japan helped improve earnings.
  • “If you walked out of this hotel and asked 10 people what Mazda stands for, you’d get 10 different answers. That is my keeps-me-up-at-night thing.” — Tom Donnelly, CEO of Mazda North American Operations.

• Ford finally started climbing out of its F-150 inventory hole after last year’s aluminum supplier fire… and then a broken hood die shut the line down again. The pause may only last a few days, but when you’re already 60,000 trucks behind, every hour matters.
  • Ford paused F-150 production late last week after a hood die reportedly broke at a nearby stamping plant that forms the truck’s aluminum hood panels.
  • The Dearborn plant was expected to sit idle Thursday night through at least Saturday, with Memorial Day potentially stretching the shutdown to four days.
  • With two 10-hour shifts running daily, the downtime could cost Ford roughly 2,500 trucks at a time when inventory is already down more than 40% year-over-year.
  • Ford is reportedly considering “super Saturday” or “super Sunday” shifts to claw back lost production and keep dealers supplied heading into summer truck season.

• Ferrari officially pulled the cover off its first fully electric vehicle, the Luce, and let’s just say… the internet has thoughts. Designed with former Apple design chief Jony Ive, the $640,000 EV swaps engine roar for amplified sound and tradition for experimentation.
  • The Ferrari Luce is the brand’s first EV and first-ever five-seat Ferrari, using four electric motors to hit 0–60 in under 2.5 seconds with a top speed above 190 mph.
  • Ferrari partnered with legendary Apple designer Jony Ive, creating a glass-heavy, ultra-minimal interior meant to feel more “analog” than tech gadget.
  • Ferrari says range wasn’t the priority, with the Luce targeting about 330 miles despite its massive battery pack.
  • Online reactions were… spicy. Many enthusiasts blasted the design for straying too far from Ferrari tradition, while Ferrari shares dropped roughly 6% after the reveal.
  • “As a car becomes electric, it doesn’t mean that it needs to be a consumer electronics object.” — Ferrari Chairman John Elkann

Join Paul J Daly and Kyle Mountsier every morning for the Automotive State of the Union podcast  as they connect the dots across car dealerships, retail trends, emerging tech like AI, and cultural shifts—bringing clarity, speed, and people-first insight to automotive leaders navigating a rapidly changing industry.

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Episode #1353: Memorial Day travelers are hitting the road in record numbers while automakers roll out massive incentives to move inventory.

Show Notes with links:

• Memorial Day originated in the aftermath of the Civil War as "Decoration Day"—a time for communities to decorate the graves of fallen soldiers with flowers—and later evolved into a federal holiday honoring all American military personnel who have died in service. 

• An estimated 45 million Americans are packing up for Memorial Day weekend, and 87% of them are doing it the old-fashioned way: by car. Even with higher gas prices, travelers are choosing the road, the snacks, and the “are we there yet?” energy.
  • AAA projects a record 45 million travelers will go 50+ miles from home, up 0.4% from last year.
  • About 39.1 million people will travel by car, despite gas averaging $4.52 per gallon as of May 11.
  • Air travel is also up slightly, with 3.66 million domestic flyers expected. Round-trip domestic tickets are averaging $800, down 6% year over year.
  • Other transportation methods including buses, trains, and cruises are expected to grow 5.3%, helped by a strong Alaska cruise season.
  • AAA Travel’s Stacey Barber said, “Despite higher fuel prices, many people are prioritizing leisure travel during holiday breaks.”

• New car shoppers heading into Memorial Day weekend are being greeted with something we haven’t seen much of lately: serious incentives. From EVs to pickups to hydrogen sedans, automakers are tossing thousands on the hood to clear inventory and spark demand.
  • Hyundai is offering $7,500 off the 2025 Ioniq 6, nearly 19% of the car’s starting MSRP, as dealers work through leftover inventory.
  • Chevy is putting up to $9,000 on the hood of the 2026 Silverado 1500, one of the biggest incentive percentages on the market at over 22%.
  • Hyundai’s new three-row Ioniq 9 EV gets a $10,000 incentive as the automaker looks to boost slower-than-expected sales.
  • Toyota may win the “please just take it” award with a staggering $35,000 incentive on the hydrogen-powered Mirai, plus 0% financing for 72 months.
  • The story behind many of these incentives? Rising inventories, slower EV demand, and OEMs trying to move leftover or underperforming models before summer heats up.

Join Paul J Daly and Kyle Mountsier every morning for the Automotive State of the Union podcast  as they connect the dots across car dealerships, retail trends, emerging tech like AI, and cultural shifts—bringing clarity, speed, and people-first insight to automotive leaders navigating a rapidly changing industry.

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On this Saturday, Chris joins Paul and Kyle to talk about the Vehicles for Change Car Giveaways from last week at ASOTU CON, and how he was able to spend time with the kids of the families who received the cars. It was a powerful reminder of why we do what we do, and the impact that retail auto can have.

Join Paul J Daly and Kyle Mountsier every morning for the Automotive State of the Union podcast  as they connect the dots across car dealerships, retail trends, emerging tech like AI, and cultural shifts—bringing clarity, speed, and people-first insight to automotive leaders navigating a rapidly changing industry.

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Episode #1351: Today we talk about the growing affordability squeeze facing car buyers, why dealerships are now negotiating with customers and ChatGPT at the same time, and the Kansas Ford dealer whose sold F-250 is temporarily protected by federal bird law

Show Notes with links:

• New-vehicle demand is holding strong, but affordability is still doing consumers no favors. Higher prices, rising monthly payments, and stretched loan terms continue shaping how buyers shop and finance in 2026.
  • Cox Automotive says the average new-vehicle monthly payment climbed to $757 in April, while the average new-vehicle loan rate increased to 9.45%. Buyers now need 35.2 weeks of median income to afford the average new vehicle.
  • JD Power projects May average monthly payments will trend even higher toward $810 as consumers continue battling affordability pressure.
  • Buyers are leaning harder on longer loan terms, with 13.4% of loans now stretching to 84 months or longer.
  • Negative equity is becoming a bigger issue too, with more than 30% of trade-ins carrying negative equity year over year.
  • Despite all of that, demand remains strong. JD Power forecasts May retail sales will rise 6% year over year as incentives increase and interest rates slowly improve.

• AI is officially part of the showroom process. More shoppers are showing up armed with pricing advice from ChatGPT and Claude, pushing dealers to sharpen how they explain value beyond the numbers.
  • A customer at Beaver Toyota of Cumming tried to renegotiate a Grand Highlander deal after consulting ChatGPT and Claude overnight.
  • The dealership kept the deal alive by focusing on added value including a lifetime powertrain warranty, oil changes, and roadside assistance.
  • Cox Automotive says 17% of new-car shoppers and 11% of used-car shoppers are already using AI tools during the buying process.
  • Vincue executive Daniel Govaer is developing a white paper to help dealerships respond to AI-driven objections and pricing conversations.
  • “I’m trying to get the word out that there is life in negotiating with AI. This is just another opportunity for us to adapt.” — Daniel Govaer

• One Kansas Ford dealer sold an F-250 that can’t be delivered yet because a robin built a nest on the truck, laid eggs, and now the whole thing is federally protected. Somewhere, a customer is financing both a pickup and a tiny wildlife preserve.
  • Employees at Olathe Ford Lincoln discovered a robin’s nest on the front passenger-side tire of a black F-250 back in early May.
  • The eggs hatched on May 14, and under the Migratory Bird Treaty Act, the dealership legally cannot move the truck until the birds leave the nest.
  • The dealership thanked the customer for being patient while the baby robins grow up and move out.
  • Staff say they’ve become emotionally invested in the birds, joking that the dealership is slowly turning into an animal rescue.
  • One employee told local news: “We found some cats in the cars before… and just today, someone came in to get their oil changed, and we lifted up the hood, and there was a mama possum with about seven baby possums.”

Join Paul J Daly and Kyle Mountsier every morning for the Automotive State of the Union podcast  as they connect the dots across car dealerships, retail trends, emerging tech like AI, and cultural shifts—bringing clarity, speed, and people-first insight to automotive leaders navigating a rapidly changing industry.

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Episode #1350: Today we’re talking about Stellantis betting big on affordable vehicles and platform consolidation, NADA helping dealers put families on the road through a new national partnership, and Bojangles turning EV charging into a side of biscuits with its new “charge-and-dine” concept.

• Stellantis is laying out its “FaSTLAne 2030” plan, and for dealers, the headline is simple: more affordable metal is coming. The automaker says North America will get nine vehicles under $40,000 by 2030, with two slipping under the $30,000 mark.
  • Stellantis’ five-year, $70B plan sends 70% of global investment toward Jeep, Ram, Peugeot, Fiat and Pro One.
  • In North America, Stellantis is targeting 25% revenue growth, 35% volume growth and 11 all-new vehicles.
  • The company expects U.S. factory utilization to reach 80% by 2030, helped by increased domestic production.
  • Globally, Stellantis plans to simplify 50% of its vehicles around three core platforms, including the new “STLA One” architecture designed to boost efficiency, lower costs and increase shared components across brands.
  • CEO Antonio Filosa said, “FaSTLAne 2030 is the result of months of disciplined work across the company.”
• 
  
• NADA and Vehicles for Change are teaming up nationally to help dealers put more families on the road to stability. The new partnership gives dealers a turnkey way to donate vehicles and support low-income families needing reliable transportation for work, childcare and daily life.
  • NADA and Vehicles for Change will officially launch a national dealer partnership on May 27 in Pennsylvania.
  • #1 Cochran Buick GMC will donate two vehicles to local families during the kickoff event as an example for dealers nationwide.
  • The program includes a dealer “playbook” with step-by-step guidance for stores wanting to participate in their own communities.
  • Vehicles for Change says it has already helped more than 8,200 families gain affordable transportation through its Keys to Independence program.
  • NADA Chairman Rob Cochran said, “This event demonstrates the powerful impact dealers can have.”

• Bojangles is entering the EV charging game, turning fried chicken stops into charging stops. The chain just launched its first EV charging station in Savannah, Georgia, pitching a new “charge-and-dine” experience as it looks to expand chargers nationwide.
  • The company partnered with XLR8 America and Energy and Environmental Design Services to bring level 2 and level 3 chargers to future locations.
  • Bojangles says the goal is to transform charging downtime into a hospitality experience built around food, comfort and convenience.
  • The company says its charging network is designed for more than 97% uptime as EV adoption continues to grow.
  • CIO Richard Del Valle said, “This is about more than charging vehicles. It’s about redefining the stop along the way.”
  • “At XLR8 America, our philosophy is simple: charge where you park, not park where you charge,” XLR8 America CEO Frank O’Connor said. “Bojangles gets that. When a driver pulls in for a Bo-Berry Biscuit and the battery tops off while they dine, that’s not a coincidence — that’s the charge-and-dine experience made real.”

Join Paul J Daly and Kyle Mountsier every morning for the Automotive State of the Union podcast  as they connect the dots across car dealerships, retail trends, emerging tech like AI, and cultural shifts—bringing clarity, speed, and people-first insight to automotive leaders navigating a rapidly changing industry.

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Episode #1349: Today we talk about Mitsubishi cutting weak dealers while betting on a product comeback, the growing FTC pressure pushing vendors toward all-in pricing transparency, and Pizza Hut discovering the hottest new trend in retail… 1990s nostalgia complete with red cups and Pac-Man.

• Mitsubishi is shrinking its dealer network while promising a future product comeback. The brand has cut underperforming stores, frustrated some retailers with low profits and aging products, but says a new EV and refreshed lineup could turn things around.
  • Mitsubishi’s U.S. dealer count has dropped 16% since 2019, falling from 355 stores to just under 300 today.
  • CEO Mark Chaffin says the strategy is “quality over quantity,” replacing low-volume stores with higher-performing operators expected to sell 3-5x more vehicles.
  • Dealers say profits are razor thin, with many relying on used cars to stay afloat while struggling with an aging lineup and heavy fleet sales.
  • Mitsubishi is betting on its “Momentum 2030” plan, including a new electric crossover this fall and several electrified models through 2030.
  • One frustrated dealer summed it up bluntly: “Eventually Mitsubishi may get there with the new product, but it’s going to have to commit more to the U.S. if it wants to do well here.”

• As regulators tighten the screws on vehicle pricing transparency, vendors are racing to help dealers stay compliant. S&P Global Mobility and TrueCar both rolled out new tools designed to simplify fee disclosures, standardize pricing, and avoid FTC headaches before they become lawsuits.
  • S&P Global Mobility launched “FeeSync,” a free industrywide tool that lets dealers update fees across vendors and marketplaces from one central hub.
  • The push comes as the FTC continues sending warning letters to nearly 100 dealer groups over pricing and advertising practices.
  • TrueCar updated its platform to display all-in pricing upfront, including dealer fees and add-ons, with expandable disclosures for shoppers.
  • TrueCar CEO Scott Painter said the platform’s goal is “a transactional price that is good for both the dealer and the car buyer upfront, without negotiation.”

• Pizza Hut is leaning hard into retro vibes, remodeling stores to look like peak-1990s dine-in restaurants complete with Pac-Man, stained-glass lamps, and those iconic red cups. Turns out millennials will absolutely drive three hours for a little childhood comfort food.
  • Since 2019, Pizza Hut has converted 144 locations into “Pizza Hut Classics” with throwback décor and dine-in experiences.
  • Some remodeled stores are now top performers, with customers traveling long distances just to relive the experience.
  • The nostalgia push comes as Pizza Hut closes underperforming locations while rival Domino’s continues expanding aggressively.
  • Pizza Hut is also reviving its legendary “BOOK IT!” reading program, rewarding kids with pizza for summer reading goals.

Join Paul J Daly and Kyle Mountsier every morning for the Automotive State of the Union podcast  as they connect the dots across car dealerships, retail trends, emerging tech like AI, and cultural shifts—bringing clarity, speed, and people-first insight to automotive leaders navigating a rapidly changing industry.

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Episode #1348: Today we cover Tesla raising Model Y prices for the first time in years, lenders diving deeper into subprime auto financing, and why automotive advertising is quietly losing market share.

Show Notes with links:

• Tesla just bumped prices on several higher-trim Model Y variants for the first time in two years, signaling confidence that EV demand may be heating back up. Meanwhile, Wall Street is still trying to decide if the stock is charging ahead or stuck in traffic.
  • Tesla raised prices by $1,000 on the Model Y Premium RWD and AWD trims, while the Performance trim climbed by $500.
  • Entry-level Model Y versions remain unchanged, suggesting Tesla is protecting affordability while testing premium demand elasticity.
  • Analysts point to rising gas prices and battery material costs as possible drivers behind the move.
  • Despite the pricing confidence, TSLA stock slid over 4% Friday and dipped again Monday as investors weigh slowing momentum and new technical buy points.

• Auto lenders are diving deeper into subprime financing as affordability pressures push buyers back into the market and lenders get more aggressive chasing deals. The result? More approvals, higher payments, and longer loan terms.
  • Subprime and deep subprime borrowers made up 15.4% of all auto loans and leases in Q4, the highest share since 2021.
  • Average interest rates are eye-popping: 13.2% for subprime new-car loans and nearly 22% for deep subprime used-car loans.
  • Dealers say lenders are “digging a little deeper” rather than dramatically lowering standards, helped by better data and digital document verification.
  • Experian’s Melinda Zabritski summed it up saying, “As affordability remains top of mind, both lenders and consumers are adapting.”

• For decades, automotive advertising practically was the ad industry. But now, shrinking OEM budgets, EV uncertainty, and Tesla-style marketing strategies are changing the game and auto’s share of ad spend is slipping below a historic benchmark.
  • Automotive advertising is projected to fall below 10% of total ad category spend for the first time ever tracked by Guideline.
  • The category shrank roughly 7% in 2025, with spending pressure continuing into 2026.
  • Analysts point to weaker EV momentum and automakers scaling back electric initiatives as major contributors.
  • Newer brands are ditching traditional “big splash” campaigns in favor of leaner marketing approaches, following Tesla’s no-advertising playbook.

Join Paul J Daly and Kyle Mountsier every morning for the Automotive State of the Union podcast  as they connect the dots across car dealerships, retail trends, emerging tech like AI, and cultural shifts—bringing clarity, speed, and people-first insight to automotive leaders navigating a rapidly changing industry.

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