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Welcome to the first week of February, and welcome to guest host Steve Greenfield of Automotive Ventures. Today, we’re discussing all the ramifications that President Trump's latest round of tariffs will have on the automotive industry. Plus, we cover Tesla’s plans to move more Cybertrucks and why the cost of Super Bowl ads is rising.

• A fresh round of tariffs signed by President Trump is sending shockwaves through the North American auto industry. With 25% duties on vehicles and parts from Canada and Mexico, and a 10% levy on Chinese imports, automakers and suppliers are bracing for rising costs, potential production shutdowns, and fierce retaliation from trade partners.
  • The tariffs are set to go into effect on February 4, and Canada’s Prime Minister Justin Trudeau and Mexico’s President Claudia Sheinbaum have pledged retaliation, which could further escalate trade tensions.
  • Prices of vehicles could increase by thousands, like the Chevrolet Silverado, GMC Sierra, and Ram 1500 (built in Mexico), the Toyota RAV4 and Tacoma (built in Canada/Mexico) and the Ford Mustang Mach-E, Bronco Sport, and Maverick (built in Mexico)
  • John Bozzella, President for the Alliance for Automotive Innovation: “We support efforts to strengthen the U.S. auto industry, but across-the-board tariffs on Canada and Mexico will only increase costs, disrupt supply chains, and put jobs at risk. We want to work on solutions that achieve the president’s goals and preserve a healthy, competitive auto industry in America.”

• Tesla’s Cybertruck sales are falling flat, forcing the company to roll out heavy incentives—including free $6,000 wraps and new leasing options. With demand far below expectations, questions are mounting about whether the Cybertruck is turning into Tesla’s first major flop.
  • Tesla launched Cybertruck leases in the U.S., starting at $750/month, a move typically reserved for vehicles with slowing demand.
  • Buyers of Foundation Series Cybertrucks now get a free wrap worth $6,000 as Tesla struggles to clear inventory.
  • Sales have been underwhelming—despite 1M+ reservations, Tesla has sold fewer than 40,000 units, with some analysts estimating that number may drop to 30K in 2025, far below its planned 250K annual capacity.
• With Super Bowl LIX just around the corner, advertisers are shelling out a record $8 million per 30-second spot. Some big names are sitting this one out—including most automakers—while AI, snacks, and tech brands dominate the lineup.
  • At least 10 commercials have sold for $8M each, up $500K from last year—the biggest price hike in recent Super Bowl history.
  • 120M+ viewers expected on Fox and Tubi, making it the biggest stage for advertisers.
  • Traditional big players like Anheuser-Busch, PepsiCo, Frito-Lay, Taco Bell, and Uber Eats are all in, but the only OEMs to appear will be S

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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