首页  >>  来自播客: CarDealershipGuy 更新   反馈  

CarDealershipGuy - Murphy on EV Politics, Johnson on Broken Ad Strategy, Crain on Video MPI's | Daily Dealer Live

发布时间:2025-12-17 17:13:00   原节目
以下是内容的中文翻译: 由Sam Darken主持的《每日经销商直播》(The Daily Dealer Live)节目以一场关于电动汽车(EV)挑战性局面的讨论拉开帷幕,指出由于政府补贴减少、充电基础设施不足以及政治两极分化,电动汽车的需求有所疲软。 **行业头条为讨论奠定基础:** 主要新闻包括福特决定暂停全电动F-150 Lightning的生产,并在调整其电动汽车战略时计提了195亿美元的资产减记。福特计划重新推出带有燃油发电机的增程混合动力版Lightning,目标续航里程超过700英里,并预计到2030年,其全球销量中50%将是混合动力车、增程式电动车(E-REV)或纯电动车(EV)。现代汽车和起亚汽车与36个州就车辆易被盗问题达成了900万美元的和解协议,要求在新车中强制安装防盗器,并为现有车辆提供免费气缸保护装置。特朗普政府提议重新设定联邦燃油经济性规定,这将放松电动汽车的推广要求并重新分类多种车型,可能导致燃油经济性目标更易落空且无需支付罚款。最后,美国汽车制造商对中国在汽车零售领域的积极扩张表示担忧,理由是中国政府补贴和产能过剩,制造了一个“倾斜的竞争环境”,威胁美国市场。 **Mike Murphy:一位共和党人的亲电动汽车立场** Sam Darken随后采访了共和党政治策略师、“EVs for All America”组织负责人Mike Murphy。Murphy这位来自底特律的“机械迷”透露了他令人惊讶的亲电动汽车立场,这一立场源于电动汽车动力系统的优雅和简洁,以及加州高昂的汽油价格。他认为,电动汽车的政治两极分化,经常被视为“道德宣扬者”,是“荒谬的”,对销售有害。Murphy强调了来自中国的重大威胁,中国每年生产3000万辆汽车,而美国为1000万辆,并且是全球最大的汽车出口国。他强调,中国的战略是政治性的——旨在通过市场泛滥来使地缘政治对手去工业化,凸显了美国参与竞争的紧迫性。 Murphy主张根据电动汽车的优势来销售,例如维护成本低、无需燃油费用(每年可节省2000美元)以及驾驶乐趣,而不是通过政治信息。他建议激励经销商,提议每售出一辆新车或二手电动汽车支付2000美元,以弥补失去的服务收入,同时提供消费者“攻克”补贴。他指出,尽管电池废弃物是一个问题,但由于电池的高价值,回收行业正在迅速工业化。Murphy还建议OEM厂商专注于提供更好、价格更低的产品(他提到了即将推出的宝马iX3和新款日产聆风),改善多户住宅充电基础设施,并将营销重点放在电动汽车销量占80%的15个州,利用个人体验来推动普及。他观察到共和党对电动汽车的敌意正在逐渐减弱,部分归因于埃隆·马斯克的影响力,尽管特斯拉在更广泛的民意调查中面临品牌挑战。 **Christian Crane:经销商在变化市场中的生存之道** 接下来,Crane Automotive(拥有22家门店的集团)的运营副总裁Christian Crane加入了讨论。Crane呼应了Murphy对电动汽车领域的政府强制要求的担忧,强调在阿肯色州等地,基础设施不足和里程焦虑是主要问题。他的集团今年将销售超过45,000辆汽车,在针对新车(尤其是起亚和现代产品)采取激进的销售策略后,销量增长趋于平稳。 Crane详细介绍了其集团在数据管理方面的创新方法,使用Amazon QuickSight创建了一个名为“Crane Vision”的内部系统。该系统整合了来自不同供应商的数据,提供一致的报告并消除了手动流程。尽管Cox Auto和Podium是合作伙伴,但他指出DMS(经销商管理系统)供应商在数据整合方面带来了挑战。Crane强调了提高数据可见性带来的经济效益,能够更快地识别应收账款和维修车间吞吐量等问题。 在服务方面,Crane的集团强制实行视频多点检测(MPIs),并将销售顾问的佣金与其使用情况挂钩。他认为视频MPI(技师直接向客户展示问题)至关重要,对于提高透明度和建立信任,打破了人们对经销商普遍存在的负面看法。这项举措旨在实现劳动总收入增长50%,以及每张维修工单用时缩短0.4小时。在二手车收购方面,Crane谈到了他们的“Crane购车”活动,该活动提供一种“无摩擦”、类似Carvana的体验,旨在收购任何车辆,以创建客户接触点,为未来的销售和服务铺路。展望2026年,Crane的重点是流量管理,通过他们的客户关系管理系统DriveCentric,简化客户沟通,使其更有效,减少骚扰。 本期节目以观众评论结束,观众们赞扬了Podium对经销商的倡导,以及视频MPI“显而易见”的价值,同时指出了汽车行业长期存在的挑战:数据碎片化和客户信息不一致。主持人对针对汽车行业未来的多元化观点,特别是Mike Murphy的观点表示感谢。

The Daily Dealer Live, hosted by Sam Darken, kicked off with a discussion on the challenging landscape of Electric Vehicles (EVs), noting that demand has softened due to fading government rebates, inadequate charging infrastructure, and political polarization. **Industry Headlines Set the Stage:** Major news included Ford's decision to halt production of the all-electric F-150 Lightning, incurring a $19.5 billion write-down as it retools its EV strategy. Ford plans to reintroduce the Lightning as an extended-range hybrid with a gas generator, aiming for over 700 miles of range, and projects 50% of its global volume to be hybrids, E-REVs, or EVs by 2030. Hyundai and Kia reached a $9 million settlement with 36 states over easily stolen vehicles, mandating immobilizers in new cars and offering free cylinder protectors for existing ones. The Trump administration proposed a reset of federal fuel economy rules that would loosen EV adoption requirements and reclassify many vehicles, potentially making fuel economy targets easier to miss with $0 fines. Finally, US automakers expressed concern over China's aggressive expansion in automotive retailing, citing state subsidies and excess capacity, creating a "tilted playing field" that threatens the US market. **Mike Murphy: A Republican's Pro-EV Stance** Sam Darken then interviewed Mike Murphy, a Republican political strategist and head of "EVs for All America." Murphy, a "wrench head from Detroit," revealed his surprising pro-EV stance, driven by the elegance and simplicity of EV powertrains and high California gas prices. He argued that the political polarization of EVs, often seen as "virtue projectors," is "insane" and detrimental to sales. Murphy highlighted the significant threat from China, which produces 30 million vehicles annually compared to the US's 10 million, and is the world's leading auto exporter. He stressed that China's strategy is political – to flood markets and de-industrialize geopolitical opponents, underscoring the urgency for the US to compete. Murphy advocated for selling EVs based on attributes like lower maintenance, no gas costs (saving $2,000/year), and driving enjoyment, rather than political messaging. He suggested incentivizing dealers, proposing a $2,000 payment for every new or used EV sold to offset lost service revenue, alongside consumer conquest credits. He pointed out that while battery waste is a concern, recycling is rapidly industrializing due to the batteries' high value. Murphy also advised OEMs to focus on delivering better, lower-priced products (citing upcoming BMW iX3 and new Nissan Leaf), improve multi-family charging infrastructure, and concentrate marketing efforts in the 15 states where 80% of EVs are sold, leveraging personal experience to drive adoption. He observed a gradual decline in Republican EV hostility, partly attributing it to Elon Musk's influence, despite Tesla's brand challenges in broader polling. **Christian Crane: Dealer Survival in a Changing Market** Next, Christian Crane, VP of Operations at Crane Automotive (a 22-store group), joined the discussion. Crane echoed Murphy's concerns about government mandates in the EV space, highlighting infrastructure deficits and range anxiety as major issues in states like Arkansas. His group, which will sell over 45,000 vehicles this year, has experienced a plateau after aggressive sales strategies for new vehicles, particularly Kia and Hyundai products. Crane detailed his group's innovative approach to data management, creating an in-house system called "Crane Vision" using Amazon QuickSight. This system centralizes data from various vendors, providing consistent reporting and eliminating manual processes. While Cox Auto and Podium were collaborative partners, he noted that DMS providers presented challenges in data integration. Crane emphasized the economic benefits of improved data visibility, leading to quicker identification of issues like receivables and shop throughput. On the service side, Crane's group has mandated video MPIs (Multi-Point Inspections), tying sales consultants' commissions to their usage. He believes video MPIs, where technicians show problems directly to customers, are crucial for transparency and building trust, countering the common negative perception of dealerships. This initiative aims for a 50% increase in labor gross and a 0.4-hour improvement per repair order. For used car acquisition, Crane discussed their "Crane Buys Cars" campaign, which offers a "frictionless," Carvana-like experience, aiming to acquire any vehicle to create customer touchpoints for future sales and service. Looking ahead to 2026, Crane's focus is on traffic management, streamlining customer communication to be less annoying and more effective through their CRM, DriveCentric. The episode concluded with audience comments, praising Podium's dealer advocacy and the "no-brainer" value of video MPIs, while also noting the perennial automotive challenge of fragmented data and inconsistent customer messaging. The hosts expressed appreciation for the diverse perspectives, particularly Mike Murphy's, on the future of the automotive industry.