🚗 Recall Rodeo and Tech Tests

TOGETHER WITH

Howdy howdy, we like to say witty, insightful, encouraging, or otherwise useful things here. But today, we only have one thing to say:

Tomorrow is Valentine’s Day, and if you forgot, you better pray that special someone did too.

Keep Pushing Back
-Paul, Kyle, Chris & Kristi

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BUSINESS

🎙️ Trucks, Auctions, and Used Price Data. More Tariff Talk, and What’s the Deal with All These Recalls?

🛻 Surprise Surprise: Everything is Going as Expected

Used trucks? 🔥 December sales jumped 23% as buyers rushed to lock in deals before year-end. Auctions? 📈 Best January in five years, but don’t expect the streak to last. Used car prices? 📉 Sliding back to normal after the holiday rush.

• Class 8 truck sales surged thanks to tax benefits & timing games.

• 604K+ auction units moved in January, but off-lease supply is shrinking.

• Used car prices are cooling, following pre-pandemic trends.

We know, we know, you aren’t surprised. The market’s predictable if you know what to watch. And you do. 🚗💨December was a wild ride for used truck sales, January saw a five-year high in auction volumes, and now used car prices are acting like a teenager figuring out their life. So, what’s the takeaway? Let’s break it down.

🇺🇸 Auto Industry vs. Trump Tariffs

Trump’s latest tariffs are shaking up the auto industry—again. A 25% tariff on steel and aluminum kicks in March 12, while Mexico and Canada face a delayed 25% hit. A 10% tariff on China is already in effect, with China slapping back at 15%.

• New car prices? Likely up by $2,700.

• Job creation? Not looking great.

• GM? Trying to dodge 50% of the impact.

• Ford? Calling it “chaos.”

Dealers, stay sharp. This isn’t your first rodeo, and it won’t be your last.

🧑‍🔬 Are Consumers Unwitting Field Testers?

New tech in cars is great—until it isn’t. In 2025 alone, major automakers have racked up recall after recall, many due to software failures. Tesla (239K cars), Ford (400K), GM (2,890 Equinox EVs), and Kia (80K+) all had issues ranging from faulty cameras to dangerous wiring.

For dealers, this isn’t just headlines—it’s business. Staying on top of recall data means smarter service prep, better customer conversations, and keeping sales flowing when bad press hits. At the end of the day, customers trust you more than a rushed software patch. Stay sharp, stay ahead.

TOGETHER WITH ACTIVATOR

🎥 CDPs: Hype or Must-Have? Activator Breaks It Down

At NADA 2025, Activator’s Bobby Gaudreau sat down with ASOTU’s Kyle Mountsier to cut through the noise on Customer Data Platforms (CDPs). Are they just another shiny object, or are they transforming how dealers connect with customers?

With Activator leading the charge, dealers are finding new ways to harness their data, drive smarter marketing, and build stronger customer relationships. If you missed this must-watch conversation at NADA, now’s your chance to catch up.

🎬 Watch the full interview here: Activator Video Hub

With friends like Activator, we love keeping you plugged into the conversations shaping automotive retail—because the future isn’t waiting. 🚀

DATA & INSIGHT / CULTURE / TECHNOLOGY / MORE THAN CARS MOMENTS

🏎️ Rick Hendrick Buys a $3.7M Corvette for a Good Cause

Rick Hendrick just made history at Barrett-Jackson, shelling out $3.7 million for the first production 2025 Corvette ZR1. But this wasn’t just about adding another black-on-black VIN 001 Corvette to his already massive collection—it was about giving back.

Every penny of his winning bid goes straight to the American Red Cross to aid disaster relief efforts for hurricane and wildfire victims. Hendrick, who’s now raised over $25 million for charity through these auctions, proves that dealers aren’t just about selling cars—they’re out here changing lives.

Turns out, you can love people more than cars… and still own 20 Corvettes.

AROUND THE ASOTU-VERSE

🗓️ Coming Soon

• 🍁 THIS WEEK, February 12-17th — 2025 Canadian International AutoShow in Toronto.

• 🦀 May 13-16th — ASOTU CON in Baltimore, Maryland. Get the app!

🥊 Quick Hits

• Apparently Burger King and CVS are turning things around. Efforts to rejuvenate business are having some positive effects. 📈 

• Inflation Rises Unexpectedly, Complicating Picture for the Fed 🪙 

• Jeep Says The Repeated Full-Screen Pop-Up Ads Are A Glitch And Not Just A Nightmare ❌ 

🔁 Today in History

• 1936 - The first Social Security checks were sent out in the mail. 📭️ 

• 1949 - A radio broadcast of “War of the Worlds” causes panic in Ecuador. 👽️ 

• 1958 – The four seat Ford Thunderbird debuts 🦅