🚗 Tariffs, Fleet EVs, and a Driveway Sealed by AI

TOGETHER WITH

August 1st.

A perfect day to remember a commitment to service is no “set it and forget it” situation.

Every morning, every week, every new month, the circuit repeats, and the commitments are either renewed or neglected.

Let’s not lose momentum, Friend.

Keep Pushing Back,
-Paul, Kyle, Chris & Kristi

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THE UNION

From the Automotive State of the Union

Ford’s $3B Gut Check
Ford just upped its projected tariff costs for 2025 to $3B, a $500M hike from earlier this year. That’s not small. Q2 alone took an $800M hit, thanks to elevated duties on imported parts, steel, and aluminum, especially from Mexico and Canada.

The good news? Ford’s domestic production footprint (80% of U.S. sales) is helping cushion the blow, giving them a stronger base than competitors like GM. Still, the company pulled back its annual EBIT forecast and is now deep in conversations with the White House about possible relief.

What we’re watching: Whether this pressure nudges pricing, impacts consumer incentives, or forces production shifts heading into an election year.

Also in this episode:

• Fleet EVs surge: Commercial EV adoption is booming, up 274%—but many dealerships aren’t ready to meet the moment.

• ChatGPT goes Socratic: OpenAI’s new “Study Mode” helps students learn instead of cheat. Think: office hours on demand.

From The News w/ ASOTU

The Boring Company’s plan to dig a 10-mile tunnel loop through downtown Nashville has ignited more questions than celebrations. With zero public input and a no-cost lease on state land, some call it progress. Others call it a blind spot for transparency and trust. The outcome of today’s public hearing could shape how tech-forward infrastructure lands in local communities.

Meanwhile, GM has officially brought the Bolt back, but not as we knew it. The 2027 model will skip the small hatch and return as a larger EUV with NACS charging and new design cues. It’s less about nostalgia, more about meeting today’s market on its own terms.

Also worth watching:

• Negative equity rises to 4-year highs, testing shopper confidence

• Reddit drama over delayed delivery raises questions about dealer communication

• And we look at Ford’s $3B tariff hit, which could reshape pricing, strategy, and profit outlooks

🥊 Quick Hits

• The White House announced a 15% tariff deal with South Korea on Wednesday. 🇰🇷 

• DreamWorks put a legal threat in the credits of Bad Guys 2, saying they would sue anybody who uses the movie to train an AI. 🧑‍⚖️ 

• A script for Gremlins 3 is written and awaiting approval from Steven Spielberg. 🍿 

TOGETHER WITH REYNOLDS AND REYNOLDS

Your Techs Didn’t Sign Up for a Marathon

Your techs are highly trained experts, but sometimes it seems like their biggest job is just walking back and forth to the parts counter.

Greenwood Ford’s Fixed Ops Director, Rich Terrie, said it best:
“Before Relo, we had 20+ technicians walking to the parts counter like five to six times a day. Now, only a few go, and usually only once.”

Relo, the parts delivery robot, puts your techs back where they belong: under the hood, turning hours instead of laps. Relo brings parts directly to technicians, keeping the service drive humming, repairs moving, and customers happy.

Want to help your techs turn more hours and fewer corners?

See Relo in Action

SOMETHING ELSE

Gen Z’s Definition of Luxury

We found an interesting article on Retail Brew.

Quince is a DTC brand going viral by doing what luxury forgot: offering high-quality goods without the markup. They’re leaning into radical price transparency, authentic content, and a factory-direct model that feels fair to value-conscious Gen Z and millennial shoppers.

The marketing takeaway for dealers?

Today’s customer isn’t looking for cheaper. They’re looking for clearer.

Quince doesn’t rely on polished ads—it wins with real people sharing real reactions. It doesn’t chase hype—it builds trust by explaining where the price comes from and why it’s worth it.

So for our friends in the marketing department:

• Show the value behind the price.

• Let your team and customers tell the story.

• Don’t oversell—over-explain.

The perception of “luxury” is changing. And the dealers who adapt their message to meet that shift? They’ll lead the next generation of buyers.

AROUND THE ASOTU-VERSE

Meet Paul’s New “Assistant”

Paul just used OpenAI’s new agent to get his driveway sealed, and the results reveal a lot about websites, data, and lead follow-up in 2025. Spoiler: the “worst” website won. 

Watch the video on LinkedIn to see what every marketer (and ops lead) should be rethinking right now.

🔁 Today in History

• 1964 – Don Garlits becomes the first drag racer to hit 200 mph in a 1/4 mile 🏁 

• 1965 – Frank Herbert's novel, Dune, was published for the first time. It was named as the world's best-selling science fiction novel in 2003. 🪱 

• 1981 – MTV begins broadcasting in the United States and airs its first video, "Video Killed the Radio Star" by The Buggles. 📼 

Friday seemed like it would neve come, but look at you now!