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Episode #1034: Today we dive into a legal showdown brewing in California over Afeela’s sales strategy, Rivian’s new campaign powered by real owners, and Chipotle’s massive burrito giveaway honoring teachers and nurses.

Show Notes with links:

• Just after suing Scout Motors, California dealers are challenging Sony Honda Mobility’s direct-to-consumer model, questioning its legality under state franchise law.
  • The California New Car Dealers Association (CNCDA) is investigating whether Afeela’s direct online sales circumvent state laws designed to protect franchisees.
  • CNCDA President Brian Maas says if SHM is deemed affiliated with Honda, it must legally use franchise dealers to sell vehicles.
  • The group is also reviewing activity at SHM’s pop-up showrooms, concerned they might function as illegal retail outlets.
  • “Our concern would be alleviated if Sony-Honda decided to have franchise dealers,” said Maas.
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• https://www.autonews.com/rivian/an-rivian-marketing-campaign-0501/
• Rivian is leaning into its loyal community with its first national campaign, turning fan stories into fun, feel-good ads.
  • The “Real Rivian Adventures” campaign uses real owner stories to showcase Rivian’s brand values.
  • The first ad features a kid using an R1T’s outlet to power a lemonade stand blender, styled as a spaghetti western.
  • Created by Mojo Supermarket, the campaign is rolling out across streaming and social platforms.
  • It comes ahead of Rivian’s more affordable R2 crossover launch, expected in 2026 at around $45K.
  • “The more inclusive and collaborative we can be… that really is true to who we are,” said VP of Marketing Denise Cherry.

• Chipotle is giving away 200,000 free burrito e-cards to recognize teachers and healthcare professionals during their national appreciation weeks.
  • 100,000 teachers and 100,000 healthcare workers will be randomly selected to receive free entrée e-cards.
  • Participants must sign up and verify their employment through ID.me to qualify.
  • The giveaway coincides with Teacher Appreciation Week (May 5–9) and National Nurses Week (May 6–12).
  • Chipotle’s Round-Up for Real Change campaign also supports related nonprofits through customer donations.
  • “Teachers and healthcare professionals are such important members of the communities we serve,” said Chris Brandt, chief brand officer

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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