- ASOTU Daily Pushback
- Posts
- ⚔️ December 4: BeetleMax, Batteries, and CarPlay Battles
⚔️ December 4: BeetleMax, Batteries, and CarPlay Battles
The Gist
CarMax wants a media makeover, flexing $135M to stay hip while winning with WNBA ads and “BeetleMax” buzz.
New car sales? Crushing it, with inventory up 30%—but profits are down, so haggle wisely.
Lucid’s over here reinventing EV efficiency with two-speed tech because why not aim for perfect?
Meanwhile, GM’s China dreams have turned into a $5B restructuring nightmare, and Stellantis is making Indiana the EV battery hotspot—thanks to Uncle Sam’s $7.54B loan.
Finally, Hyundai’s giving the people their beloved CarPlay (for now) while dreaming up tech you didn’t even know you wanted.
Fuel for Thought
🚗 CarMax Wants to Tell You How to Market?
giphy
📈 A New Kind of Marketing Race
CarMax’s decision to review its media and creative agencies reflects its ambition to remain culturally relevant and adaptable in an ever-evolving market. After five years, the company is inviting fresh perspectives while keeping the competition tight by including incumbent agencies. With $135M in media spend last year, the stakes are high.
Winning with Women's Sports
CarMax’s marketing strategy stands out for its sponsorship of women’s sports, particularly through partnerships like the WNBA and NBA. By leveraging expertise from Wasserman’s The Collective, CarMax underscores its commitment to inclusivity and fresh approaches in branding.
"BeetleMax" and Beyond
Creative campaigns like "BeetleMax," a playful nod to Beetlejuice, emphasize CarMax’s innovative branding efforts. As the largest used-car retailer, maintaining this energy while exploring new media partners could solidify its industry lead.
📊 New Car Sales (are Expected to Go) Up!
giphy
November's Retail Sales Surge: The Numbers Game
New car sales are roaring back, with November showing a significant boost compared to last year. A combination of better inventory and strategic discounts is driving this momentum.
Sales growth: Up 10.1% year-over-year (adjusted for selling days); 14.5% unadjusted.
Inventory trends: 2.1 million units in stock, a 29.7% increase from last November.
Profit margins: Retailer profit per unit down 21.2%, reflecting fewer vehicles sold above MSRP.
Pricing shifts: Only 11.6% of vehicles sold above MSRP, compared to 22.0% last year.
The balance between inventory expansion and pricing adjustments marks a critical shift for retailers.
🛠 A New Kind of Fake Shifter
giphy
What’s Lucid Doing? Reinventing the Wheel?
Lucid might be eyeing two-speed transmissions for its already ultra-efficient EVs. Are they chasing perfection, or just bored with winning?
Why do EVs need more gears?
Efficiency is key, dear reader. A two-speed system helps motors operate in ideal ranges, potentially adding another mile per kWh. Translation? More road trips, fewer stops.
Can this tech really change the game?
If you think 5% efficiency gains are peanuts, think again. On a 100kWh battery, that's dozens of extra miles and faster recharging.
Will we see this in all Lucid models?
Let’s just say it’s a “when” not an “if.” With upcoming releases like the Gravity SUV, Lucid has plenty of room to flex this shiny new tech.
🔧 GM Takes a Hit
giphy
💥 China Restructuring Hits GM Hard
General Motors is bracing for over $5 billion in restructuring charges in China, driven by plant closures and market shifts. Once a profit stronghold, China has become a liability for GM as local automakers dominate the scene.
GM’s share in China has dropped to 8.6%, a stark decline from its 15% peak in 2015. Three consecutive quarterly losses this year highlight the struggle to adapt in a fiercely competitive EV market.
🔄 Betting on a Turnaround
Despite the losses, GM remains optimistic. Leadership anticipates a rebound by 2025 through portfolio optimization and capital efficiency. Whether these changes restore its former glory remains to be seen.
🔋 The US Buys Stellantis Two Battery Plants
giphy
Why is Uncle Sam spending $7.54 billion on batteries?
Apparently, to make Indiana the EV battery capital of the U.S. Stellantis and Samsung are getting the loan to build two giga-plants, creating 2,800 jobs.
Wait, does this help dealers?
Sure, because more EV batteries mean more cars to sell. Plus, the plants will reduce reliance on foreign suppliers—always a win in America’s book.
Could politics mess this up?
Let’s hope not. The DOE says the loan secures domestic manufacturing and jobs, but the clock’s ticking with an administration change looming.
📱 Do People Want CarPlay or Not? We Can't Keep Up
giphy
Hyundai Keeps CarPlay—For Now
While competitors like GM ditch CarPlay for proprietary tech, Hyundai sticks to giving customers options. With EVs gaining traction, flexibility remains central to their strategy.
Tesla's Influence Looms Large
By adopting Tesla’s charging standards, Hyundai ensures customers have seamless access to EV infrastructure. It’s all part of a balanced approach to transitioning into an EV future.
What’s Next for In-Car Tech?
Hyundai’s Ioniq 9 introduces "features on demand," letting buyers upgrade software after purchase. Whether this coexistence between CarPlay and automaker software lasts is anyone’s guess.
Sign up for more!
Reply