Hyundai’s ‘sell like hell’ play, auto leaders warn on ZEV targets, Volvo banks on dealer wisdom

Hey everyone. Today on our Industry Spotlight Podcast, Sam D’Arc sits down with Cody Hansen of Ferman Automotive and Matt Gonzalez from Uber.

It’s a deep dive into a big shift in the service lane: what really happened to the loaner car—and why most customers aren’t looking back.

Tune in if you haven’t: Youtube, Spotify, Apple

— CDG

New car deals ran red hot in Q1:

Here are the top 5 brands with the largest % of discounted sales—

1) Ram - 52%
2) Dodge - 51%
3) Nissan - 50%
4) Hyundai - 48%
5) Jeep - 47%

What do they all have in common?

High inventory and dealers eager to move metal.

But if tariffs kick in and automakers can’t guarantee pricing beyond the summer, don’t expect this level of discounting to last.

(Data source: Lotlinx / Vincensus)

1. Hyundai’s plan to weather the tariff storm? ’Sell like hell’

At the New York Auto Forum, Hyundai and Genesis Motor North America CEO Randy Parker shared how the brand plans to stay on offense—even with tariffs looming.

The strategy?

“Sell like hell.”

Worth noting: Even through previous challenges in the market (COVID-19, micro-chip shortage, CDK Global outage) Hyundai posted record sales.

And now…with sticker prices holding steady and nearly $34B in U.S. investments—including a $12.6B Metaplant in Georgia and a $21B steel mill in Louisiana—Parker says he’s optimistic the brand can keep its sales streak alive.

Zooming out: Tariffs may be looming, but Hyundai’s message is clear: business is booming—and buyers are welcome.

(Go deeper: 3 min. read)

Tailored Customer Experiences at Every Touchpoint? There’s AI for That. 

Impel’s AI Operating System maximizes engagement and conversion across marketing, chat, sales, and service. Now dealers can deliver one-to-one concierge experiences at scale across every step of the consumer journey, driving new levels of revenue, customer retention, and profitability.

And with our new AI Knowledge Bank, you can customize your AI for maximum flexibility. From incentives and service policies to tariff responses, train Impel once, and every conversation immediately reflects your latest updates. The result? 

• As much as a 50% increase in appointment set rates 

• Up to a 26% reduction in human intervention 

• 95 incremental Repair Orders on average per month

• An increased repurchase rate of nearly 25% 

See the difference the Impel AI Operating System makes today. Visit impel.ai/cdg.

2. Top U.S. auto leaders: state zero-emission targets are unachievable

Also at the New York Auto Forum this week—industry leaders warned that aggressive EV targets aren’t syncing with shopper behavior.

The findings:

EVs made up 9.5% of Q1 retail sales—but only 1 in 4 buyers are seriously considering one. But with federal tax credits set to expire, affordability could take a major hit.

Meanwhile, charging access remains a challenge—especially for renters and rural drivers. Add in rising prices and new tariffs, and pressure on the market is growing.

Bottom line: The EV market is still full of potential, but losing tax credits while tightening mandates could tank affordability, strain compliance, and shake buyer confidence—all at once.

(Go deeper: 4 min. read)

3. Volvo is tapping dealer wisdom to form its long-term tariff strategy

And finally. This week at the New York Auto Forum, Volvo Cars U.S. and Canada President Mike Cottone laid out the brand’s playbook for navigating tariff turbulence—with longtime dealer input leading the charge.

What we know: In the short term, Volvo’s sticking to the basics—moving inventory, running strong service ops, and keeping used cars in focus.

And behind the scenes?

It’s weighing bigger shifts like adding production in South Carolina and dialing incentives up or down to stay competitive.

Looking ahead: Tariffs may test the road ahead—but Volvo’s tuned in and ready to adjust. No panic, just smart plays.

(Go deeper: 2 min. read)

• Canadian auto town gets an early taste of Trump’s trade war

• Tesla’s Cybercab and Semi sourcing disrupted by Trump’s tariffs, report says

• Auto stocks rise as Trump says he wants to ‘help’ some car companies

• Stellantis chair says US tariffs, EU rules put auto industry at risk

• Car dealers move to combat impact of Trump auto tariffs with AI tools

Thanks for reading everyone.

— CDG

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