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Episode #1196: Today we’re talking about Mazda finally going all-in on EVs, Impel investing in the next wave of auto-tech innovation, and Chery’s viral stair-climb stunt that went downhill…literally.

We’ll be at Automobility LA at the LA Auto Show next Thursday, November 20 hosting the LA Auto Show Sessions. Thanks to our friends at Cars Commerce and Curbee for making it possible. 25% off registration with code MoreThanCars. https://laautoshow.com/me

Show Notes with links:

• After years of hesitation and a short-lived MX-30, Mazda is officially moving its EV plans forward with its first dedicated electric vehicle now in testing in California. This marks a pivotal shift in strategy as the automaker works to electrify its global lineup.
  • A prototype midsize electric crossover, resembling a smaller CX-90, was recently spotted near Mazda’s Irvine R&D center.
  • Built on the new Skyactiv EV Scalable Architecture, it’s Mazda’s first EV designed specifically for the U.S. market.
  • Production is slated for 2027, with U.S. sales expected in 2028.
  • Mazda is investing nearly $11 billion in electrification, but it has scaled back its EV sales target from 100% to 45%  to 25% by 2030.
• Impel is putting its money where its vision is by investing in Automotive Ventures’ Mobility Fund II, signaling a strong commitment to driving innovation in the auto retail space through early-stage tech.
  • The fund focus areas include AI, robotics, mobility, and industrial tech aimed at transforming how vehicles are sold and serviced.
  • The investment highlights Impel’s strategy to back technologies that boost dealership productivity and experience as they Impel bring their AI tools and vast dealership network to support startups within the fund.
  • Impel joins a group of forward-looking investors aiming to accelerate innovation that benefits dealers, OEMs, and consumers alike.
  • Michael Quigley (Impel): “Our investment... reflects our belief that meaningful transformation in automotive retail will be powered by early-stage innovation... We’re helping to accelerate progress across the entire industry.”
• Chinese automaker Chery attempted to recreate Land Rover’s legendary 999-step climb at Heaven’s Gate—but instead of a viral triumph, the stunt turned into a viral fail that forced a public apology.
  • Heaven’s Gate is a famous natural rock arch on Tianmen Mountain in China, reached by a steep staircase with 999 steps and often used in extreme stunts and marketing spectacles.
  • The Fulwin X3L SUV lost power mid-stunt, hit a railing, and rolled back into a fence.
  • A detached safety rope entangled the right wheel, causing the mishap.
  • Chery admitted to poor risk assessments and promised to compensate for damages and repair the area.
  • The X3L boasts a 422 hp range-extended powertrain and is marketed as off-road capable.

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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