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- š The Tariff Truce
š The Tariff Truce
š Damon Lester @ NADA and Automaker Performance Data
The thing about an early morning email is that it has almost no way of guessing how your day is going to go.
We know a few things: Folks are looking for cars, folks are looking for service, and trust is a huge deciding factor in where they look.
So, while the news, the industry, and sometimes the ground under our feet seem to dance around in unpredictable jolts, people are looking for something solid to trust ā and there you are!
We hope our written and live-streamed work keeps you caught up and helps you stand firm.
Keep Pushing Back,
-Paul, Kyle, Chris & Kristi
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š¾ Tariffs Pause, Ford in Canada, and Brand-by-Brand Data
šŖ Tariff Delay Buys Time, But Not Certainty
The auto industry dodged an immediate tariff hit, as the U.S. postponed new levies for 30 days after Canada and Mexico struck border security deals. Canada is spending $1.3 billion, Mexico is sending 10,000 troops, and everyone gets a temporary breather.
The bad news? A 10% tariff on Chinese imports is still happening, meaning higher parts costs and potential price hikes of $1,000 to $9,000 per vehicle. Historically, tariff impacts take six months to hit consumer pricingājust in time for summer sales.
The bottom line? The reprieve is temporary. March could change everything.
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ā” Fordās EV Strategy: Two Moves, One Message
Ford is betting on Extended Range Electric Vehicles (EREVs)āEVs with a gas-powered generator for extra range. Expect EREV versions of top models within two years, but also expect confusion as dealers and buyers adjust to yet another drivetrain option.
Meanwhile, Ford is offering free home chargers + installation in Canada for Mach-E, Lightning, and E-Transit buyersātackling one of EV adoptionās biggest pain points.
For U.S. dealers? If the Canada experiment works, expect Ford to roll out similar incentives stateside.
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š Automaker Report: Winners & Losers
Kia: The K4 sedan outsold SUVs, proving cheap sedans still have life.
Tesla: California sales down 12%, stock down 5%, and 10,000 unsold Cybertrucks suggest cooling demand.
Lucid: Sales up 51%, but Gravity SUV only moved 50 unitsāhype or long-term success?
Volvo: Sales slipped 5%, but EVs and hybrids grew 17%, now 44% of total sales.
Ferrari: Luxury is unstoppableāprofits surged 21% to ā¬1.53B as wealthy buyers keep spending.
Dig into these and more stories in our daily digest.
TOGETHER WITH BELAY
Accomplish More. Juggle Less.
When you love what you do, it can be easy to take on more ā more tasks, more deadlines, more hours ā but before you know it, you donāt have time to do what you loved in the beginning. Donāt just do more ā do more of what you do best.
BELAYās flexible staffing solutions leverage industry experience with AI systems to increase productivity without sacrificing quality. You can accomplish more and juggle less with our exceptional U.S.-based Virtual Assistants, Accounting Professionals, and Marketing Assistants. Learn how with our free ebook, Delegate to Elevate, and leave the more to BELAY.
Damon Lester at the NADA Show

Damon Lester took the stage at NADA 2025 with a clear messageāminority dealers are making strides, but the fight for representation isnāt over. As Chairman of NAMAD (The National Association of Minority Automobile Dealers) and a Nissan dealer himself, Lester broke down the numbers and made it clear why representation in automotive retail matters.
āOut of 19,000 new car dealerships, only about 1,300ā7%āare minority-owned,ā he said, reinforcing NAMADās mission to increase those numbers. But with DEI programs quietly being rolled back across industries, he posed a tough question: āIf those companies originally felt that that was important as part of their business imperative, why change it now?ā
He also highlighted the economic power of minority consumers: ā41% of all new cars and trucks are purchased by an ethnic minority,ā Lester pointed out, saying that itās a market that dealers cannot afford to ignore.
At a time when consolidation and economic pressures are squeezing smaller dealerships, Lester is fighting to ensure minority dealers donāt get left behind. āWeāre not taking away anythingāweāre just trying to add,ā he said. āWeāre adding opportunities and access for families.ā
AROUND THE ASOTU-VERSE
šļø Coming Soon

š February 12-17th ā 2025 Canadian International AutoShow in Toronto.
š¦ May 13-16th ā ASOTU CON in Baltimore, Maryland. Get the app!
š„ Quick Hits
Waffle House is tacking on an egg surcharge due to shortages. š³
A new study finds that the average teen is spending nearly a quarter of the school day on their phone.š±
Super Bowl ticket prices are down by thousands compared to last year. š
š Today in History
1870: The first motion picture is shown to a theater audience. š„
1900: The United States and the United Kingdom sign a treaty for the Panama Canal. š¢
1921: The Yankees purchase twenty acres in the Bronx to build the Yankee Stadium. ā¾ļø
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