CEO of Hyundai America on EVs, Vehicle Design, Full Self-Driving, Future of Auto

Nothing happens in our business until we sell a car. I would say that our products are second to none. EVs are the future. It's not a matter of if, it's a matter of when. We're all in when it comes to EV investment. It's all part of a $12.6 billion investment. One, we're gonna be able to produce 300,000 vehicles out of that plant. Phase two, 500,000. 8,700 manufacturing jobs. What other company is doing that right now, right? ["The New York Times"] This episode is brought to you by Lattlings. Dealers, when you look onto your Latt, do you see risk? Every day, almost half of a dealer is at risk of aging. That's an average of a $1,500 hit on your gross profit per vehicle. But savvy dealers can avoid risk and get that money back. Introducing Lattlings Sentinel, the first and only AI inventory management solution completely focused on predicting and mitigating your carryover risk. With a decade of machine learning optimization behind it, Lattlings Sentinel allows dealers to launch separate strategies for each individual VIN and ensure they sell faster and more profitably. All this so you can turn cars seven to 10 days sooner and protect your margins. Stop accepting unnecessary risk and start controlling your inventory. Get the Lattlings effect with the Lattlings Sentinel. Visit lotlinks.com slash Sentinel to learn more or click the link in the show notes below.

在我们的业务中，除非我们卖出一辆车，否则什么都不会发生。我可以说我们的产品是无与伦比的。电动车是未来，这不仅仅是个问题，而是何时的问题。我们对电动车的投资是全力以赴的，这一切都包含在我们126亿美元的投资计划中。首先，我们将能够在那家工厂生产30万辆车。第二阶段，将达到50万辆。这还将创造8700个制造业岗位。现在还有哪家公司在做这些，对吧？["纽约时报"] 本期节目由Lattlings赞助。经销商们，当你们看向自己的车场时，是不是看到了风险？每天，几乎一半的经销商面临车辆老化的风险。这意味着每辆车的毛利润平均损失1500美元。但精明的经销商可以规避风险，赚回这些钱。介绍一下Lattlings Sentinel，这是首个也是唯一一个完全致力于预测和缓解库存风险的AI库存管理解决方案。凭借十年的机器学习优化经验，Lattlings Sentinel允许经销商为每个独立车辆识别码（VIN）制定独特策略，确保更快、更有利可图地售出车辆。通过这些措施，你可以提前7到10天卖出车辆并保护你的利润率。停止接受不必要的风险，开始掌控你的库存。获取Lattlings的效应，使用Lattlings Sentinel。请访问lotlinks.com/sentinel了解更多信息，或点击下方的链接查看说明。

This episode is also brought to you by Uber. Courtesy transportation is no longer a nice to have. It's a neat to have. That's why 80% of dealership respondents agree that providing on-demand courtesy rides with Uber has helped retain customers based on Uber survey of 79 organizations in 2023. With central, you can request a ride on behalf of your customers, even if they don't have the Uber app. Card dealerships are loving Uber for business because it's a headache-free solution for offering white glove service and seamlessly handling tasks like pickup and delivery of auto parts and replacing shuttles and loaner cars. Dealers can request one way or round trip rides, add multiple riders and locations and even monitor trips in real time. Plus, you'll get monthly reports to keep track of everything. If you're ready to reduce the costs associated with maintaining shuttles and limit the liability of loaner vehicles, it's time to partner with Uber. Visit t.uber.com slash CDG Auto. Today, to learn more or visit the link in the show notes below.

本集节目由Uber赞助。免费交通服务不再只是锦上添花，而是必须的服务。这就是为什么根据Uber在2023年对79家机构的调查，80%的经销商认为提供按需的Uber免费乘车服务帮助他们留住了客户。有了Central，你可以代表你的客户请求乘车服务，即使他们没有Uber应用程序。汽车经销商们非常喜欢Uber for Business，因为这是一种无需烦恼的解决方案，可以提供高端服务，以及无缝处理像是取送汽车零件、替代班车和备用车辆等任务。经销商可以请求单程或往返的乘车服务，添加多个乘客和地点，甚至可以实时监控行程。另外，你还会每月收到报告来跟踪所有情况。如果你准备减少维持班车的成本，并限制备用车的责任，那么是时候与Uber合作了。访问 t.uber.com/CDG Auto 了解更多信息或查看下方说明中的链接。

Randy Parker on the CDG podcast. Randy, welcome. Hey, good morning, you'll see how are you? Good to have you here. Good to have you and our producer, both fellow TCU alums. So that's a nice little way to kick off here. Hey, man, that's a great way to kick off today, man. We've got a fellow Horn Frog doing the filming, so that's outstanding. I'm at ease now. I mean, it's all good. That's all you have to hear. I love it. That's what I like to hear. Randy, you've had quite the run to say the least. Since you joined Hyundai Motor America, I should say, the company has grown astronomically. You've gone from being seventh in market share in the US. Now you're fourth in market share. We have a lot to cover today. Lots of dealer questions, lots of Hyundai dealers submitted questions. I mean, just really, it's going to be a packed episode. Can you give us a start with your background? You've been in this industry for quite a while, and you've done a lot. Can you take us through from where you started, how you got to this point in your career? Oh, man, how far back do you want to go? Give us all the truth. Take us all the way back, and we can always pass forward. Thank you all the way back. Well, it started 35 years ago. That's how long I've been in the automotive space now. Fresh out of college started with General Motors acceptance corporation, better known as GMAC, which is today now Ally Bank. But nevertheless, I spent four years at GMAC on the finance side before transitioning over to Chevrolet Motor Division. But approximately 18 years at Chevrolet. And then I became like the other prodigal son. I figured, hey, I've been at General Motors now for a very, very long time, and wanted to get out and spread my wings a little bit, and spread my horizons. And so I ended up going over to Nissan and Infiniti, worked there for about seven years, five years on the Nissan, I'm sorry, four years on the Nissan side, three years running Infiniti North America. And then I think I've saved the best for last. I've been with Hyundai now for about five years. So again, 35 years in the auto industry, I moved 14 different times. I lived in four different states. So Texas, Michigan, California, Tennessee. And I worked abroad in Japan for a couple of years. Lived in Tokyo, but worked in Yokohama. Great experience. And now I'm back in the US helping to drive the Hyundai business. Incredible journey to say the least. In some ways, we could say you're only getting started to Hyundai brand. I've been covering it a lot and really derise. I'm curious to know from your take, what attracted you to Hyundai in 2019? Not to say that 2019 Hyundai was 2009 Hyundai or 07 Hyundai. Very different brands from a dealer perspective. I remember people coming on a lot, seeing Hyundai 15 years ago versus what it was five years ago. I mean, the brand came a very long way. For you though, thinking about the future and growing brand, what attracted you back in 2019 to the brand? I would say three attractions. First and foremost, our executive chair, Mr. Chung. I've got a great tremendous amount of respect for the executive chair. He's now the leader of the company, third generation owner of the company. And I saw that he was making significant changes in the brand in terms of product development, making Hyundai more of a global company. And I felt like with a product portfolio that was coming at the time, that was a good reason for me to make that transition. The other one I would say is that my current mentor, Jose Munoz, our global COO, had a chance to work with him over on the Nissan side. Now I've been working with him on the Hyundai side. By far, one of the best automotive leaders that I've ever been around. Extremely bright, extremely smart. He's made me a better executive over the years. And that was probably the second reason I wanted to make the change. And the third one, it was a no-brainer. Hyundai is right around the corner from my house here in Huntington Beach, California. And so I've got a six minute commute. I thought between the executive chair, Jose Munoz, the product development, the things that Hyundai was making happen in the marketplace, it was a good time for me to make that transition. And so I couldn't be more thrilled, more happy to be here.

翻译成中文： Randy Parker 在 CDG 播客上。Randy，欢迎你。嘿，早上好，你好吗？很高兴你能来这里。很高兴你和我们的制作人都是 TCU 的校友，这是个很好的开始方式。嘿，伙计，这是今天的一个很棒的开始。我们有一个同样是“角蛙”的人进行拍摄，这真是太棒了。我现在很放松，我的意思是，一切都很好。这就是我喜欢听到的。我喜欢这感觉。 Randy，可以说你有一段不小的旅程。自从你加入现代汽车美国公司以来，公司已经实现了巨大的增长。从美国市场份额排名第七跃升至第四。我们今天有很多内容要讨论。很多经销商的问题，很多现代汽车经销商提交的问题。真的，本集会非常丰富。能否给我们讲讲你的背景？你在这个行业已经很久了，做了很多事情。能否带我们回顾一下你是如何走到今天这个位置的？ 哦，伙计，你想让我回忆多远？说出所有的事实，从头讲起，我们可以随时快进。好的，从头说起吧，事情开始在35年前。我现在在汽车行业已经35年了。大学刚毕业就加入了通用汽车信贷公司，后来改名为 Ally Bank，但无论如何，我在通用汽车信贷公司从事金融方面的工作四年后转入雪佛兰汽车部门。在雪佛兰工作大约18年。然后我就像另一位浪子一样，想着我在通用汽车已经待了很长时间了，想要出去拓展一下自己的天地，于是我去了日产和英菲尼迪，在那里工作了大约七年，在日产工作了四年，在北美英菲尼迪工作了三年。 然后，我觉得最好的一份工作留到了最后。我现在在现代汽车工作了大约五年。所以总的来说，我在汽车行业工作了35年，搬家14次，住过四个州：德克萨斯、密歇根、加州和田纳西。我还在日本工作过几年，住在东京，在横滨工作，这是一次很棒的体验。现在我回到了美国，帮助推动现代汽车的业务。可以说，这是一次相当了不起的旅程。在某种程度上，我们可以说你在现代只是刚刚开始。我一直在关注现代品牌的崛起。我很好奇，你在2019年被现代吸引的原因是什么？毕竟2019年的现代和2009年或2007年的现代非常不同。从汽车经销商的角度来看，我记得15年前人们看到的现代和五年前的现代差别很大。品牌走过了很长的路。对于你来说，考虑到未来和品牌的成长，是什么吸引了你在2019年加入这个品牌？ 我会说有三个吸引力。首先是我们的执行主席郑梦九先生。我对他有极高的尊敬。他是公司的领袖，第三代所有者。我看到他在品牌上做出了重大改变，包括产品开发，使现代成为一个更加全球化的公司。当时公司的产品组合让我觉得这是一个转型的好时机。其次是我的导师，Jose Munoz，我们的全球首席运营官。我曾在日产与他共事，现在在现代再次合作。他是我遇到过的最优秀的汽车领导者之一。非常聪明，非常智慧，这些年来他让我成为一个更好的高管。这可能是我想要做出改变的第二个原因。第三个原因就不用说了。现代汽车离我在加州亨廷顿海滩的家只有六分钟的路程。鉴于执行主席、Jose Munoz、产品开发以及现代在市场上的表现，我觉得这是我进行职业转换的好时机。所以，我不能再高兴、更满意于我现在的工作了。

I want to take into the specifics of your current performance. Hyundai has been, you've broken the 10% market share in the US. And so the company's been on the tear. What have been the key drivers for pushing the company's growth? If you can really boil this down to specifics, right? What has really led to this meteoric rise for the brand? Well, nothing happens in our business until we sell a car, right? I would say that our products are second to none. We've got some great products right now, great design, great safety, great technology. But at the same time, nothing happens in this business until we sell a car. And we sell a car through dealers. Our dealers have been extremely supportive over the past five years, extremely resilient.

我想深入了解一下你们当前的表现细节。现代汽车在美国市场份额已经突破了10%，公司发展迅猛。那么，推动公司增长的关键因素是什么？如果真的能细化到具体的点上，究竟是什么导致了品牌的迅速崛起呢？好吧，在我们的行业中，直到卖出一辆车之前，一切都不会发生。我认为我们的产品是无与伦比的。我们现在有一些很棒的产品，优秀的设计，出色的安全性和先进的技术。但与此同时，在这个行业中，直到我们卖出一辆车之前，一切都不会发生。而我们是通过经销商卖车的。在过去五年里，我们的经销商一直非常支持，非常有韧性。

As you know, we've had all kinds of things come out as from left field. We've had to battle through the microchip shortage. We've had to battle through COVID. And I give a tremendous amount of credit to our dealer partners. They've been absolutely incredible during this time frame. In addition, our dealers have gone through a major, major transformation. We've got roughly 50% to 55% of our network right now that have completed new image facilities in the marketplace. These are huge, huge investments.

如你所知，我们遇到过各种出乎意料的事情。我们不得不应对微芯片短缺的问题，也经历了新冠疫情。我非常赞赏我们的经销商伙伴，他们在这段时间里表现得非常出色。此外，我们的经销商也进行了重大转型。现在大约有50%到55%的经销商网络已经完成了新的形象设施。这些都是巨大的投资。

And they started at a time when the market was very, very uncertain. But I give them a lot of credit because they see that the value of the franchise has grown significantly over the past several years. Our performance and the fact that they were making a tremendous amount of money gave them confidence to make those facility investments. And so we've got roughly, like I said, 50%, 55% of the network right now that's been completely transformed. By the end of next year, we'll have roughly about 75% of our network completed in terms of new facilities.

他们在市场非常不确定的时候开始了。但是我非常认可他们，因为他们看到在过去几年里品牌价值显著增长。我们的业绩和他们赚取的大量利润，给了他们信心去进行那些设施投资。因此，正如我所说，现在大约有50%到55%的网络已经完全改造完成。到明年年底，我们将有大约75%的网络完成新设施建设。

And I would say that's a big, big part of our success, is changing the image of our brand in the marketplace through our dealer partners. The other thing that we've done over the past several years is really focus on quality of sales. We focused on retail, less fleet, which has significantly improved our residual values. We focused on less incentives improving our consumer-facing transaction prices. And that's driven a lot of dealer profitability as well. And so through a very, very strong dealer network, we've been able to weather the storm, sort of speak, and get through all of these challenges that have come out of left field.

我可以说，我们成功的一个很大很大的原因是通过经销商伙伴改变了市场上品牌的形象。过去几年，我们还重点关注销售质量。我们注重零售，减少批量销售，这大大提高了我们的残值率。我们减少了激励措施，改善了面向消费者的交易价格。这也推动了许多经销商的盈利。因此，通过一个非常非常强大的经销商网络，我们能够渡过难关，应对所有出人意料的挑战。

And now we're coming out on the other end of it. And once again, we're starting to compete again, because everybody's got availability, everybody's got inventory, production has basically resumed. And now it's again, hand-to-hand combat. But I think we're poised to take on the competition, moving forward, and I'm looking forward to the challenge. And I definitely want to ask you about competition. That's a big thing on my mind here. You mentioned facilities. I want to dig into this for a second. So you mentioned that roughly 55% of your stores have been upgraded, your dealer network, right?

我们现在终于度过了这个阶段。再一次地，我们开始恢复竞争，因为现在大家都有库存和生产能力，生产基本恢复了。现在又是面对面的竞争了。我认为我们已经做好了迎接竞争的准备，并且我期待这个挑战。我确实想问你关于竞争的事情，这是我非常关注的一个问题。你提到了设施。我想详细了解一下这个问题。你提到大约55%的门店已经升级了，是吧？这是你的经销网络对吧？

One question that I received from a Hyundai dealer is that right now we're at a period where all dealer profits are declining again, or you could say normalizing whatever term you want to use. The fact is they are calming down from the peak that they were at, which was sort of predictable. Nonetheless, they are still above 2019 levels, and they have outpaced inflation. How do you maintain improving the image of Hyundai, while still offering flexibility for your dealer network when it comes to improvements, right? We're talking about big investments clearly. So how do you sort of manage that from your level?

我从一位现代汽车的经销商那里收到一个问题：现在我们处在一个所有经销商利润再次下降的时期，或者你可以说是回归正常，不管你用什么术语。事实上，他们的利润从之前的高峰回落，这是可以预见的。不过，他们的利润仍然高于2019年的水平，而且超过了通货膨胀率。那么，在这样的情况下，你如何在持续提升现代汽车形象的同时，为经销网络的改进提供灵活性呢？显然，这涉及到大的投资。所以，你在你的层面上如何管理这个问题呢？

Well, we're working hand-in-glove with our dealer network. They're not just doing it alone. For example, our facilities program is very robust. The more dealer sales, in terms of passenger car sales and SUV sales, the more money they can earn from us to help pay for those facilities. It's a very, very generous program that we've got in the marketplace. The executive chair supported us with a billion dollars of investment to help dealers improve their image in the marketplace and go through this transformation. And so they're not doing it alone. We're working very closely hand-in-glove with our National Dealer Council to ensure that our dealers and that we maintain a high level of throughput, whether it's in service, after sales, finance. We're always looking for opportunity to grow.

好吧，我们与经销商网络紧密合作。他们并不是单打独斗。例如，我们的设施计划非常完备。经销商销售的乘用车和SUV越多，他们就能从我们这里获得更多资金，用于支付这些设施的费用。这是一个非常慷慨的市场计划。董事长还支持我们投资了十亿美元，帮助经销商提升在市场上的形象并完成这一转型。所以他们并不是孤军奋战。我们与全国经销商理事会紧密合作，确保我们的经销商保持高水平的周转率，无论是服务、售后还是金融方面。我们一直在寻找增长的机会。

And as you just said, you'll see, last year and the year before, we're quite anomalies in the automotive space. I'm happy that we've gone through it. I'm not sure I'll ever see that again. But from a performance perspective, we're significantly above what we were, say, in 2019. So we still use that as a reference to ensure that we're tracking in the right direction. Yes, absolutely. We're down on a year-over-year basis, I mean, 0.2% return on sales, and that's just not sustainable, right? But more now, it's about making sure that the dealers have confidence in the brand. And we're making significant investments in terms of marketing, advertising to try and grow the brand, while at the same time providing our dealers the tools to get more deals closed in the marketplace. And I think so far we've been quite successful. And I think as long as we continue to listen to our dealer partners on what's important and find that middle ground in terms of decision-making, I think it will at least give us a chance at success going forward.

正如你刚才说的，你会看到，去年和前年在汽车行业中确实是个例外的情况。我很高兴我们度过了那段时间。我不确定是否会再遇到那样的情况。但从业绩角度来看，我们现在显著超过了2019年的水平。所以我们仍然把那时的情况作为参考，确保我们在正确的方向上前进。是的，没错，我们确实在同比上有所下降，比如销售回报率下降了0.2%，这种情况是不可持续的。不过，现在更重要的是确保经销商对品牌有信心。我们正在大力投资于市场营销和广告，以期扩大品牌影响力，同时也为我们的经销商提供工具，使他们能在市场上达成更多交易。我认为到目前为止，我们还算成功。而且我相信，只要我们继续倾听经销商伙伴的重要需求，并在决策上找到一种平衡点，我认为这至少会给我们未来取得成功的机会。

You know, I want to think a quick aside. I was doing a lot of homework before this podcast and talking to Hyundai dealers, what's in your mind? What are you thinking about? Lots of people bringing up surveys, Hyundai ratings, various different organizations, whatnot. But I did something different this time. I called my dad. And I said, Dad, I said, what do you think of Hyundai? I said, what do you think? Like, what comes to mind? And the typical, yeah, they've grown a lot, but he said one thing that stuck out. And he said, design. He said, the design has come a long way. And the reason I mentioned this is because I think sometimes it's, you know, us in the industry, we focus on the data and the ratings and the metrics, which are super important. But when you ask someone that's not as close to the specific brand or something and you're like, hey, which is what comes to mind? And like he said, design, it kind of hit me. And it made me wonder like, how important has design been to your success? How important will it continue being? Is this something that you can truly measure? Right? Because like, does this reflect into surveys? Or is this just one of those things that, you know, the Halo effect lifts the brands from all perspectives? What's your opinion on just design? And I will just say, I'm, I really, really care about design. I mean, you can see how symmetrical these blocks are behind me. I'm a freak about these things, but I want to hear, this is a bit of a different ballpark. So tell me what you think about design. And then what parts of it?

你知道吗，我想先插一句。在准备这个播客之前，我做了很多功课，与现代汽车的经销商聊了聊，问他们有什么想法。有很多人提到调查、现代的评分、各种不同的组织等。但是这次我做了一件不同的事情。我打电话给我爸爸。我问他，爸爸，你怎么看待现代汽车？我说，当你听到“现代”这个名字时，会想到什么？他回答的很典型，说现代发展了很多，但有一句话让我印象深刻。他说，设计。他说现代的设计进步了很多。我提到这一点是因为，我认为我们这些行业内的人经常关注数据、评分和指标，这些当然非常重要。但当你问一些不那么接近某个品牌的人，比如你家人或朋友，他们首先想到的是什么？就像我爸爸说的那样，设计，这让我感到震惊。这让我开始思考，设计对你的成功有多重要？将来会有多重要？这是可以真正衡量的吗？因为，这反映在调查中吗？还是说这只是提升品牌整体形象的光环效应之一？你对设计有什么看法？我得说，我真的非常在意设计。你可以看到，我身后这些方块是多么对称，我对这些东西简直是个强迫症，但我想听听你的看法。这是一个有点不同的领域。告诉我你对设计的看法，还有哪些部分你觉得重要？

I think it's extremely, extremely important. And let me just give you an example. You know, when I was growing up, and I grew up in the, in the great state of Texas, right? And I had a lot of friends that were gearheads. I mean, these guys, they worked, you know, underneath the hood of the car, changed the oil, changed the tires, changed spark plugs. I mean, I can barely change the light bulb. Okay. So I'm not that guy. I'm not that guy that's going to work underneath the hood. That just wasn't my thing, right? I was a basketball player, right? But in any case, what I, what I appreciated about cars back then is the exact same thing I appreciated about cars today. If the car is sexy and it's got a great design, I know something, I know when it looks good. And I know something, you know, if something looks really but ugly, okay? There's some cars out there right now. I'm not going to, I'm not going to name any names, but you know, there's probably, you know, an EV or two that I've seen out there that may look like a Tonker truck or some sort. I'm not, not calling any names, but, but I don't think it's very good looking. I think it's pretty damn ugly, right?

我认为这非常非常重要，让我给你举个例子。你知道，我小时候是在伟大的德克萨斯州长大的，对吧？我有很多朋友是机械迷，这些家伙常常在车子引擎盖下修车，换机油，换轮胎，换火花塞。而我呢，我连换灯泡都勉强可以。所以我不是那种会在引擎盖下工作的人，这根本就不是我的事情。我是一个篮球运动员，对吧？不管怎样，我那时候欣赏汽车的原因和现在是一样的。如果车子外观性感，设计很好看，我就知道它很棒。我也能看出来一辆车如果真的很丑，有些车确实如此。我不会点名，但你知道，最近市场上可能有一两辆电动车看起来像玩具卡车。我不点名，但我觉得它们真的很丑。

And I've worked for some car companies that, uh, design a few products that weren't very good looking, okay? So I know the difference in terms of what looks good and what doesn't look good. And I think at the end of the day, that's what people are still very much interested in. Does a car look good? Does the SUV look good? Does it fit my lifestyle? Can I see myself in this car on the weekend with my family? Can I see this? Can I see myself in this, you know, great looking SUV or pickup truck with my date on a Friday night? I mean, those are the things that still resonate with people, right? Just keeping it very, very simple. Does the car look good? Does it have great design? Does it have great technology? Does it have great safety? You know, what we try to do is meet the customer wherever they are in terms of the journey when it comes to transportation, right?

我曾为一些汽车公司工作过，他们设计了一些不怎么好看的产品。所以我知道什么样的设计好看，什么样的不好看。而我认为，到头来人们最关心的还是汽车外观。这辆车好看吗？这辆SUV好看吗？它适合我的生活方式吗？我能想象周末和家人坐在这辆车里吗？我能想象在周五晚上和我的约会对象一同驾驶这辆漂亮的SUV或皮卡吗？这些问题始终能够打动人心，对吧？保持简单明了：这辆车好看吗？它的设计出色吗？它的技术先进吗？它的安全性好吗？我们所要做的就是在交通工具的选择上，满足顾客的各种需求，对吗？

And so, if it's, if it's simply great design, you're looking for it, we've got that. If you're looking for high performance vehicles, we've got that. I mean, we just launched the all new Ionic 5N, which is our high performance EV, right? This thing is an absolute scream to drive. It's a beast. It's going to race in the Pikes Peak Race next month. But if you're looking for, you know, car, you know, with great safety or range, I mean, we or hybrid, we've got it all, you know, under the Hyundai umbrella. And so at the end of the day, it's all about given the customers what they're looking for and designing cars that meet the demands of the consumer.

所以，如果你只是想要一个伟大的设计，我们有。如果你在寻找高性能车辆，我们也有。我是说，我们刚刚推出了全新的Ionic 5N，这是我们高性能的电动汽车，对吧？这款车驾驶起来非常刺激，简直是个猛兽。它下个月还要参加派克峰比赛。但是如果你在寻找一辆具备极佳安全性或长续航能力的汽车，或者混合动力车，这些我们也都有，都在现代这个品牌旗下。归根结底，我们的目标是满足客户的需求，设计出符合消费者要求的汽车。

All right. So how much of this, as I like to use this term a lot, but like how much is this stated, versed, revealed preferences, right? Meaning even in my world, right, when we're in media, we're constantly, you know, we're constantly wrestling with do we create content that people are asking for? Or do people not really know what they want? You have to sort of put it out there first and tell them and show them what they want and expose them to that. How much of that has played in your world where the designs have changed significantly, right? Has that been really like an internal thing like top down? Has it been more bottoms up? How do you think about that?

好的。那么这其中有多少是，嗯，我喜欢用这个词，但有多少是基于陈述的偏好、明示的偏好和揭示的偏好，对吧？意思是，即使在我的领域——媒体领域，我们也常常在思考：应该制作人们要求的内容，还是人们其实不知道他们想要什么，需要我们先把内容放出来，让他们看到并告诉他们他们想要什么？在你的领域里，设计发生了很大变化，这种情况有多少？这是一个内部自上而下的推动，还是更多来自基层的反馈？你是怎么看待这个问题的？

Well, you know, for my, I'm not a designer. You know, my job is to market, advertise, price, and sell the cars and take care of the customer. That's what we do, you know, from my vantage point. But I think to answer your question to the best of my ability, I would say it's both, right? I think first and foremost, you've got to make sure you design cars that meet people's needs. And then I think, you know, from a design standpoint, you know, you didn't need to take some risks and try to anticipate what the customer's needs are. You know, the old adage is he who gets their first wins, right? So although there might be some vehicles out there that I call but ugly, what I can say, those are huge risks, right? Sometimes they pay off and sometimes they don't.

好的，你知道的，我不是设计师。我的工作是推广、广告、定价和销售汽车，并照顾顾客。从我的角度来看，这就是我们的职责。为了尽我所能回答你的问题，我会说这两者兼有，对吧？首先，你必须确保设计出符合人们需求的汽车。其次，从设计角度来看，你需要冒些风险，尝试预见顾客的需求。你知道，常言道“先到者先得”，对吧？所以，虽然有些车辆我会称之为“丑陋”，但我要说那些都是巨大的冒险。有时候它们会成功，有时候则不会。

But I got to give a lot of credit, you know, to manufacturers who take those risks, right? Because I think you have to do a little bit of both. One end, you're trying to design cars that meet the customer's needs today, as well as tomorrow. And then you got to, then you got to try and anticipate what's coming around the corner. What's going to be important to consumers, you know, five years from now, 10 years from now, and stretch your imagination a little bit. And again, he who gets their first wins. So before we dive into competition, which you mentioned earlier, what is in your mind going to be important to consumers next, right? What is that next iteration of design, vehicle specification? How do you think about that?

但我必须向那些敢于冒险的制造商致敬，对吧？因为我认为这需要兼顾两方面。一方面，你需要设计既能满足今天需求，又能满足未来需求的汽车。另一方面，你还要努力预见未来的趋势。你要预测五年、十年后消费者会关心什么，稍微发挥一下想象力。而且，再次强调，先到者先赢。所以在我们深入探讨你之前提到的竞争问题之前，你认为消费者接下来会关注什么？下一代的设计、车辆规格会是什么样的？你对此是怎么想的？

I think design will always be important. You know, I don't think that's ever going to change. You know, at the end of the day, again, it's all about design, in my opinion. That's where it all starts. But I think it's also about, you know, some of the technology that's going into some of these vehicles. You know, we're toying around with our robo taxis as an example. I mean, how cool would it be to, you know, get into a vehicle and you can drive from Huntington Beach, California to LA and the car is driving itself. And meanwhile, you can do all these great things inside the car, you know, still conduct business and feel safe as that car is driving you from point A to point B. It sounds a little far-fetched, but if you watch some of the old Jetsons cartoons back in the day, right, we all thought that the microwave as an example was really far-fetched. You know, they took this box, stuck it in the microwave and bang, out came, out came dinner. conveyor belts that they showed on the Jetsons. We thought, you know, why would anybody need a conveyor belt, right? There was an old quote by a CEO, you know, I think it was 30 some odd years ago, why would anybody need a computer, right? So again, you're trying to anticipate where the market is going. And I think that's never going to change when it comes to design and building great, great, great, great, great, great automobiles.

我认为设计永远都会很重要，你知道，我不觉得这一点会改变。归根结底，我的观点是，一切都始于设计。但我认为，这也涉及到一些用于这些车辆的技术。举个例子，我们现在在试验我们的机器人出租车。想象一下，从加州亨廷顿海滩到洛杉矶，你可以上车，而车子自己驾驶。在这期间，你可以在车内做各种有趣的事情，比如继续处理工作，还能感到安全。这听起来有点牵强，但回想一下当年的《杰森一家》动画片，对吧？我们当时都觉得微波炉很不可思议。比如，他们把食物放进一个盒子里，放进微波炉，叮一声，晚餐就好了。动画片中的传送带，我们当时想，谁会需要传送带，对吧？还有一位CEO在大概三十年前说过，谁会需要计算机，对吧？所以，你要试着预测市场的走向。而在设计和制造伟大的汽车方面，这一点是永远不会改变的。

So when you say robo taxi, is that a technology that you're thinking of building in-house? Are building in-house? Is this something that you would license from a third party? How do you think about this? Well, I can't get into too many specifics. I'd love to tell you more, Yossi, but unfortunately, I've been sworn to secrecy, but nevertheless, let me just say that it is something that we're going through. I would say a significant discovery phase at this point in time. We're intimately involved in this process. We're very interested in the technology and see how it works. And if nothing else, you learn a lot about the technology. And in the very, very short term, you can leverage that technology and harness it in a way that you can help protect the consumer, right? And that's what's really, really most important, because if we can protect lives, if we can reduce fatalities, if we can reduce accidents on the highways and the roads today, and if we can leverage that technology that exists, in terms of robo taxi technology, then why not leverage it, right?

那么，当你提到自动驾驶出租车的时候，这是一项你们打算内部开发的技术吗？还是已经在内部开发了？或者这会是一项从第三方授权的技术？你对此有何看法呢？ 嗯，我不能透露太多具体细节。我很想告诉你更多，Yossi，但是很遗憾，我已经发誓要保密。然而，我可以说这确实是我们目前正在经历的一个重要发现阶段。我们深度参与了这个过程，对这项技术非常感兴趣，并正在看看它的效果。至少，你可以学到很多关于这项技术的知识。 从短期来看，你可以利用这种技术，以一种保护消费者的方式来加以利用，对吧？这才是真正最重要的。如果我们能够保护生命，减少死亡，减少公路上的事故，而且如果我们能利用现有的自动驾驶出租车技术，那么为什么不利用它呢，对吧？

But ultimately, I would say that the utopian state is to take all that technology and be able to jump into car at Caesar's Palace and take it over to the wind. And it's driving you safely from casino to casino, let's just say, as an example, right? So it's great technology. It's great technology. And I'm happy that we're getting it. Yeah, we're already in Vegas, so we're on a good track over here. Oh, you're in Vegas? Is that what you are? No, I said you're in Vegas. Caesar's in. I mean, we're on a rollover here. I mean, the party's about to start. We finally did it. Cardio's Ship Guy News is live and ready to serve the car industry. We're not a traditional news outlet, and I'm not a journalist, but I believe the market deserves concise and unbiased car industry news, presented in clear, straightforward English. From the latest stories in automotive to CDG podcast summaries, dealership-based practices, and even consumer deals, we're going to offer it all. And the best part, in the classic CDG spirit, everything's 100% free for you. Check it out at CDG.News, that's CDG.News, and please give us feedback. Tell us what else you want. Rip us apart. We're not scared. We just want to provide value. Again, visit CDG.News or click the link in the show notes below.

但最终，我想说的是，乌托邦状态是能利用所有这些技术，跳上一辆在凯撒宫的车，然后顺利到达目的地，比如说从一个赌场到另一个赌场，而且是安全驾驶。所以这是一项很棒的技术。我很高兴我们正在获取它。我们已经在拉斯维加斯了，所以我们的进展很好。哦，你在拉斯维加斯吗？是的，你在拉斯维加斯。凯撒宫。我是说，我们正在继续前进。派对即将开始。我们终于做到了。Cardio's Ship Guy News 已经上线，准备为汽车行业服务。我们不是传统的新闻媒体，我也不是记者，但我相信市场需要简明、公正的汽车行业新闻，以清晰、直白的英语呈现。从最新的汽车故事到 CDG 播客摘要，基于经销店的实践，甚至消费者交易，我们会提供一切。而最棒的是，秉持 CDG 的经典精神，一切都对你完全免费。访问 CDG.News，就是 CDG.News，并请给我们反馈。告诉我们你还想要什么。尽管批评我们，我们不害怕。我们只是想提供价值。再次访问 CDG.News 或点击下面的节目链接。

Talk to me about competition. So very simplistically, right? I'm not a complex or maybe I am a complicated person, but I'm being simple right now. I think about the last two or three years, right? Toyota, Honda, two manufacturers who are strong forces in the market have had supply challenges. I would say, you know, very, or Toyota specifically, was super low supply. Supply is creeping back up now.

跟我谈谈竞争吧。简单来说，对吧？我本身可能不是个复杂的人，或者也许我是个复杂的人，但我现在简化一下。我回想过去两三年，对吧？丰田和本田这两家在市场上拥有强大力量的制造商面临了一些供应挑战。我会说，特别是丰田，供应量非常低。现在供应量逐渐回升了。

How do you maintain your momentum in a market that is likely becoming increasingly competitive because there's simply more supply from other manufacturers in the market? I'm sure you have to be thinking a lot about this, and how you maintain your momentum and your growth. What's your thought on that? Yeah, I mean, for us, it's all about building the brand and improving the image of the brand in the marketplace and driving more consideration, driving more awareness and improving the overall opinion of the brand in the marketplace.

在市场竞争日益激烈，而且市场上其他制造商的供应越来越多的情况下，你们是如何保持自己的市场势头的？我相信你们肯定一直在考虑这个问题，以及如何维持自己的势头和增长。你们对此有什么看法？ 是的，对我们来说，关键在于打造品牌并提升品牌在市场上的形象，增加品牌的关注度和知名度，改善品牌在市场上的整体评价。

And you do that through a number of different ways, but probably one of the biggest ways to do that is through marketing and advertising. This is something that Angela Cepeda, my CMO, we talk relentlessly about on a daily basis. How do we improve the image of the brand in the marketplace? While at the same time, you know, leveraging, you know, sales events to help drive sales momentum in the marketplace as well. There's always that fine line, right, between too much sales advertising versus too much brand advertising.

你可以通过多种方式来做到这一点，但其中最大的一种方式可能就是通过市场营销和广告。我的首席营销官安吉拉·塞佩达（Angela Cepeda）和我每天都会不断讨论这个问题。我们如何提升品牌在市场上的形象？同时，我们也要利用促销活动来推动市场销售的发展。总是存在一个微妙的平衡点，就是在销售广告和品牌广告之间，如何避免过多的销售广告或品牌广告。

And I think in my humble opinion, you can never do too much brand advertising. And I think from a Hyundai perspective, if we're going to win the minds and hearts of consumers out there that are considering buying other vehicles, it starts with great marketing and great advertising. Let me give you another example. There's been a lot of talk about EVs, right? And the demise of EVs, which could be the furthest thing from the truth.

我认为，在我谦虚的意见中，品牌广告永远不会过多。而且我认为，从现代汽车的角度来看，如果我们想赢得那些正在考虑购买其他车辆的消费者的心和思想，就必须从出色的市场营销和广告开始。让我再给你一个例子。最近有很多关于电动车（EV）的讨论，对它们的前景感到悲观，但这实际上是离真相最远的说法。

The EV market continues to expand, it continues to grow. And we're doubling down on the future when it comes to EVs. EVs are the future. It's not a matter of if, it's just a matter of when. And so if you look at our EV performance over the past year, including this year, we've had a lot of success. A big part of it is because of marketing and advertising. We're trying to get the consumer confidence.

电动汽车市场正在不断扩张和增长。我们在电动汽车方面加倍下注，因为电动汽车就是未来。这不是「是否会发生」，而是「什么时候会发生」的问题。所以，如果你看看我们过去一年的电动汽车业绩，包括今年，我们取得了很大成功。很大一部分原因是我们的市场营销和广告。我们正在努力赢得消费者的信心。

If you're thinking about buying an EV, why not buy from Hyundai? For all the reasons that I'm going to mention. Number one, this past month, I should say this month, and including going into June, we've got an EV campaign in the marketplace right now. I don't know if you've seen it, but if you've watched the NBA basketball finals, we've been on the finals. It's a great ad. And it really touts EVs as being fun to drive and high performance, right?

如果你正在考虑购买电动车，为什么不选择现代？以下是我要提到的几个理由。首先，这个月，也包括接下来的六月，我们正在市场上推广一个电动车活动。不知道你有没有看到，如果你看了NBA总决赛，我们的广告就在那个过程中播放。这是一个很棒的广告，强调了电动车驾驶乐趣和高性能，对吧？

How many other OEMs are actually pushing EVs that are fun to drive? And that, yes, they're EVs, but you also can, you don't have to compromise performance because of that, right? We're also trying to address the impediments or the objections that are in the marketplace when it comes to EVs. Number one, affordability, right? EVs aren't inexpensive. But if you take a look at our lease programs on IONIQ 5 and IONIQ 6 and the Econa EV, we've got some pretty aggressive lease programs.

有多少其他原始设备制造商（OEM）实际上在推广好开的电动车（EV）？是的，它们是电动车，但你不需要为了电动车的身份而妥协性能，对吧？我们也在努力解决市场上关于电动车的障碍或反对意见。首先是可负担性，对吧？电动车并不便宜。但如果你看看我们针对IONIQ 5、IONIQ 6和Econa EV的租赁计划，我们提供了一些非常优惠的租赁方案。

Why? A, because we want to make the cars affordable, but B, because we can take advantage of the IRA tax credit, right? Because right now our cars don't qualify for IRA, but if you lease, they do qualify. And so we're really pushing lease in the marketplace. The second thing that we're addressing is the time it takes to charge an EV, which is another impediment, right? With the IONIQ 5 and the IONIQ 6 through a level 3 supercharger, you can get an extra 100 miles of range in seven minutes.

为什么这样做? 第一，我们想让汽车价格更实惠；第二，我们可以利用IRA税收抵免。因为目前我们的汽车不符合IRA的要求，但如果是租赁的，就符合条件。所以我们正在大力推广租赁业务。我们还在解决的另一个问题是电动车的充电时间，这也是一个障碍。通过IONIQ 5和IONIQ 6的三级超级充电器，你可以在七分钟内增加100英里的续航里程。

I mean, that's pretty impressive. The IONIQ 6, you know, you can get a range of 361 miles, total miles. Last but not least is having access to charging, right? If you purchase a Hyundai today, you get two years free of free charging through Electrified America. We're also part of a joint venture, if you will, with six other automakers to help improve the infrastructure in the United States in terms of building more level three superchargers throughout the US and starting in later this year, 30,000 additional charges are going to start to go in throughout the United States.

我的意思是，这真的很令人印象深刻。你知道吗，IONIQ 6 的续航里程可以达到 361 英里。最后但同样重要的是充电的问题，对吧？如果你今天购买一辆现代汽车，你可以通过Electrified America享受两年免费的充电服务。我们还和其他六家汽车制造商合作，推动美国充电基础设施的建设，计划在美国各地建设更多的三级超级充电站。从今年晚些时候开始，将会在全美范围内新增30,000个充电桩。

So as a manufacturer, we think it's part of our responsibility to help drive that infrastructure in the United States. It's all of that, right? So it's marketing, advertising, given the consumer confidence, if they're thinking about buying an EV, giving our dealers confidence in the brand to make sure that they do everything that they can do to take better care at the customer in terms of driving a better customer experience and ultimately driving a better opinion of the brand in the marketplace.

作为制造商，我们认为推动美国的基础设施建设是我们的责任的一部分。这包括许多方面，对吧？比如市场营销、广告，让消费者对购买电动汽车更有信心；还要让我们的经销商对品牌有信心，确保他们尽力为客户提供更好的服务，以提升客户体验，最终在市场上树立更好的品牌形象。

So it's not one size that fits all. It's a number of different things that go into generating consideration for your brand and improve the overall opinion of the brand in the marketplace. You mentioned EVs continue to grow rising and you're obviously investing a lot in that arena, advertising, big advertising campaigns. You just mentioned the NBA. Of course, you're building an EV facility in Georgia. How far are you willing to go on investing in EVs before I shouldn't say reconsidering. This is what I'm saying. Wait, one second, one second. Hear me out. Hear me out.

所以，这不是一刀切的。要让大家关注你的品牌，并提升市场上对品牌的整体看法，需要考虑很多不同的因素。你提到电动车（EV）市场继续增长，而且你显然在这个领域进行了大量投资，包括广告、大规模的广告活动。你还提到了NBA。此外，你还在乔治亚州建设电动车制造厂。在投资电动车方面，你愿意走多远？我不该说重新考虑。我想说的是，等一下，等一下，听我说，听我说。

Is this in your mind? Is this inevitable? Is it you are all in on electric vehicles, on investments? Is this inevitable in your mind? Or is there a point? I mean, we've seen other OEMs who have been losing six figures worth of dollars per vehicle at the moment. Also, a pretty upset dealer body. How do you think about that?

这是你心里想的吗？这是不可避免的吗？你是否全力投入电动汽车和相关投资？在你看来，这是不可避免的吗？还是说有其他情况？我的意思是，我们见过其他原始设备制造商（OEM）每辆车亏损数十万美元的情况。此外，很多经销商也很不满。你怎么看待这个问题？

Well, first and foremost, I work for a guy that if I lose money on a car, I wouldn't be sitting here. So let me just say that, but that's a good way to start. Yeah, I mean, we're all in when it comes to EV investment as you just indicated, OC. It's all part of a $12.6 billion investment. Huge, huge footprint manufacturing facility footprint that we're building in Savannah, Georgia. We're going to go live in Q4 of this year. We're going to start producing EVs coming out of the plant in Q4. And as I said earlier in the conversation, it's not a matter of if it's a matter of when. And so we're putting our money where I'm out this, right?

好吧，首先，我得说我为一个老板工作，如果我在一辆车上亏钱的话，现在就不会坐在这里了。所以先说这个，但这也是一个好的开头。是的，我的意思是，正如你刚才提到的，OC，我们在电动汽车投资方面全力以赴。这是我们投资的126亿美元的一部分。我们正在乔治亚州萨凡纳建造一个巨大的生产基地。我们计划在今年第四季度投入运行，开始从工厂生产电动汽车。正如我在之前的对话中提到的，这不是一个'是否'的问题，而是一个'何时'的问题。所以我们把钱花在了这个上，对吧？

Again, $12.6 billion investment between the manufacturing facility in Savannah, Georgia, the battery plants that are coming in alongside. We're going to bring 80 approximately 8,700 high paying manufacturing jobs to the United States. I mean, that's big. And that's coupled with our investment in Montgomery, Alabama, which is our first manufacturing facility. We've got a sister brand that's also made an investment in Georgia in West Point, Georgia. There's another facility or manufacturing footprint that we have. And so between the facility in Georgia, the facility in Montgomery, Alabama, as a Hyundai motor group, I think we're putting our money where our mouth is, especially when it comes to EVs, right? Because this is a huge footprint that we're building in Savannah. And we couldn't be more proud.

再说一遍，我们将在佐治亚州萨凡纳的制造工厂和即将建立的电池工厂之间，投资126亿美元。这将为美国带来约8700个高薪制造业工作岗位。这真是件大事。此外，我们还在阿拉巴马州的蒙哥马利进行了投资，那是我们的第一个制造工厂。我们还有一个姊妹品牌在佐治亚州西点进行了投资。我们在那里也有一个制造设施。所以，综合来看，佐治亚州的设施、阿拉巴马州蒙哥马利的设施，作为现代汽车集团的一部分，我认为我们在实际行动上言出必行，特别是在电动汽车领域。因为我们在萨凡纳建立了一个庞大的基地，我们为此感到无比自豪。

The state of Georgia has been absolutely incredible. They've supported us every step along the way. And I'm really looking forward to getting our dealers down to Savannah so that they can see this manufacturing footprint as well. Because I think they're going to get even more excited about the future when it comes to EVs. I love it. So some manufacturers have leaned into hybrids heavily as a stepping stone to EVs, or you could say or not. But either way, there's clearly been a resurgence on hybrid demand from consumers. They've been growing in market share pretty significantly. How do you think about hybrids?

佐治亚州简直太棒了。他们在每一步都给予了我们全力支持。我非常期待带我们的经销商去萨凡纳，让他们也能看到我们的制造基地。我认为这会让他们对电动车的未来更加兴奋。我真的很喜欢。 一些制造商大量投入混合动力车，把它们当作通向电动车的过渡阶段，或者你也可以说不这样认为。但无论如何，消费者对混合动力车的需求显然在回升，市场份额显著增长。您对混合动力车怎么看？

Well, I mean, as I said earlier, we want to meet the customer on their journey to electrification. And if it means that we need to produce more hybrids, we're doing that as well. We're already studying that as we speak. But make no mistake about it, at the end of the day, if you want to reduce your carbon footprint, it has to be done through EVs. I mean, a hybrid is a good transition to an EV. But an EV is a heck of a lot more efficient when it comes to reducing your carbon footprint, reducing your dependency on foreign oil, and doing something that's great for the environment.

嗯，我的意思是，正如我之前所说，我们希望在客户向电动化转型的过程中与他们保持同步。如果这意味着我们需要生产更多的混合动力车，我们也会这么做。目前我们已经在研究这个问题了。但请不要误会，归根结底，如果你想减少碳足迹，必须通过电动汽车来实现。混合动力车是向电动汽车过渡的一个好选择，但在减少碳足迹、降低对外国石油的依赖以及对环境的贡献方面，电动汽车远远更有效。

But at the end of the day, if the consumer, if we need a pivot and the consumer wants us to produce more hybrids, we can do that as well. And that's something that we're studying as we speak. So very, very important in terms of the future. It's going to be a big part of our portfolio going forward as well.

但归根结底，如果消费者需要我们调整方向，想要我们生产更多混合动力车，我们也可以做到。这是我们正在研究的问题。这对未来来说非常重要。这也将是我们未来产品组合中的重要组成部分。

But I think as the infrastructure starts to improve, we continue to build awareness regarding our EVs in the marketplace. Again, driving more confidence in the consumer's minds. I can't tell you the number of people that come up to me in the neighborhood that have invested in a third-party brand, if you will. And they're saying, wow, we love what you guys are doing. We love the investment that you're making in the United States. You guys are doubling down on the EVs going forward. And we absolutely love it. I will definitely consider purchasing a Hyundai the next time I buy an EV.

但我认为，随着基础设施开始改善，我们会在市场上继续努力提升人们对我们电动车的认知。这再次增强了消费者的信心。我不知道有多少邻居来找我，他们投资了其他品牌的电动车。他们说：“哇，我们很喜欢你们做的事情。我们喜欢你们在美国的投资，你们在电动车方面的努力也越来越大。我们非常喜欢你们的方向。下次购买电动车时，我一定会考虑买一辆现代。”

This is where the rubber meets the road, and that lets me know that we're doing the right thing in the marketplace. How has the Hyundai customer changed since you joined or have they changed, by the way, how do you view that? I think we're attracting more and more conquest buyers into the brand. More people that wouldn't have considered a Hyundai, say, five, six, seven, 10 years ago. They're now considering Hyundai today, which is really, really good.

这就是关键时刻，这让我知道我们在市场上做的是对的。从你加入以来，现代汽车的客户群发生了变化吗？或者他们是否发生了变化？你怎么看这个问题？我认为，我们正在吸引越来越多原本不会考虑现代汽车的新客户。五六七年前，甚至十年前，他们可能不会考虑现代汽车，但现在他们开始考虑了，这真的是非常好。

And again, I think it's part of the the testament to our designers, building cars that people want, bringing the technology that people want, and then also taking us to a higher level in terms of gaining consideration because of what we're doing in the EV space. I think everybody recognizes the benefits of an EV. EVs have been around for a very, very long time. They're not going anywhere. The market continues to grow. I think there was, what, two million EVs that were sold last year and this year because of all the entrants, that market is going to continue to grow. But our job is to make sure that if people are considering buying an EV or an internal combustion engine vehicle, passenger car SUV, I want them thinking about buying a Hyundai. And for us, it's about, again, changing the image of the brand in the marketplace, moving away from being this low-cost producer, but now designing cars that the consumers really want.

再说一次，我认为这也证明了我们的设计师有多出色，他们设计了让人们想要的汽车，带来了人们需要的科技，并且在电动汽车方面让我们达到了更高的水平。大家都认识到电动汽车的好处。电动汽车已经存在了很久，很长时间了，它们不会消失。市场在持续增长。我记得去年卖了大约两百万辆电动汽车，而今年因为有更多的新车加入，市场还会继续增长。但我们的任务是确保当人们在考虑购买电动汽车或内燃机车、乘用车或SUV时，他们会想到现代汽车。对我们来说，就是要在市场上改变品牌形象，从低成本生产者转变为设计出消费者真正想要的汽车。

You have a lot on your plate to keep the momentum going, right? And you've done clearly a killer job. You mentioned working with dealer partners. And so, I'm looking at it from a 3,000-foot view. There's no doubt about it that the market is cooling relative to the craziness of the last couple of years. And like I mentioned, other good competition in the market does have more supply. When you think about your dealer partners and your management, really, of the company, how do you continue growing but avoid, for example, we know that another brand in the market starts with an S, rhymes with Antis, put out, and well, you might not notice, but I'm sharing, they put out some spiffs out there in the market that did not really incentivize great behavior for their dealers, maybe incentivize them to buy more cars from them as opposed to offering great customer service.

你有很多事情要做来保持势头，对吧？而且你显然做得非常出色。你提到了与经销商伙伴合作。所以，从整体上来看，毫无疑问，相对于过去几年的疯狂，市场确实在降温。正如我提到的，市场上有其他很好的竞争对手，他们的供应更多。当你考虑到你的经销商伙伴和公司的管理时，你如何继续增长，但避免一些问题？例如，我们知道市场上有一个以“S”开头、与“Antis”押韵的品牌，他们在市场上推出了一些激励措施，你可能不知道，但我告诉你，这些措施实际上没有真正激励经销商提供良好的客户服务，而可能只是激励他们购买更多的车。

So when you think about managing your business for the long run, right? How do you balance that scale of continuing to maintain the momentum with your dealer partners, but also making sure that we're optimizing for the long term? I know it's a pretty tough, fully loaded question. I'm just trying to put myself in the shoes of your position as CEO and balancing the short-term and the long-term. Honestly, speaking, it's not that complicated. Go back to a business school 101. It's all about the four piece of marketing, right? First off, it starts with great product. You got to put it out there at a great price, right? Your place, we talked about our dealers building new facilities and providing a better customer experience.

因此，当你考虑长期管理你的企业时，对吧？你如何在保持与经销商伙伴的动能和确保优化长期发展之间找到平衡呢？我知道这是一个非常棘手且包含很多因素的问题。我只是试图设身处地，站在你作为CEO的立场上平衡短期和长期目标。老实说，这并不复杂。回到商业学院的基本课程，这一切都关乎市场营销的四个关键要素，对吧？首先，要从优秀的产品开始。你必须以合适的价格推出它。然后是地点，我们讨论了我们的经销商建设新设施并提供更好的客户体验。

And then the promotion is all about driving demand for the products. And we're trying to do that through a number of different ways. I mean, I've got a great PR team. They try to get us out there for us to help control the narrative or push our narrative in the marketplace to ensure that consumers understand the direction of the brand going forward. How many people? Obviously, we're in the automotive space, but how many people really know that we're building this massive plant in Savannah, Georgia? Phase one, we're going to be able to produce 300,000 vehicles out of that plant. Phase two, 500,000, 8,700 manufacturing jobs.

然后，推广的重点是激发对产品的需求。我们正在通过多种方式来实现这一目标。我的意思是，我有一个出色的公关团队，他们努力帮我们在市场上树立和推进我们的品牌形象，确保消费者了解品牌的未来方向。我们显然是在汽车行业，但有多少人真正知道我们在乔治亚州萨凡纳建立了一座大型工厂？第一阶段，这个工厂将可以生产30万辆汽车。第二阶段，产量将增加到50万辆，并提供8700个制造业工作岗位。

What other company is doing that right now? That's good for the US. It's good for the GDP. It's good for the environment. But it's our job to help push that narrative and educate the consumer. And of course, now marketing and advertising is so fragmented. We've got to make sure that we leverage our great PR team to help us spread the gospel, if you will. So being able to talk to you and your listeners today, obviously, making sure that they understand the significant investments that Hyundai is making in the marketplace to help drive demand. And I think the more that we can do that, you'll see the more that we're going to have success going forward. It's not easy.

目前还有哪家公司在做类似的事情呢？这对美国有好处，对国内生产总值（GDP）有好处，对环境也有好处。但我们的工作是推动这个叙述，并教育消费者。当然，现在的市场营销和广告非常碎片化。我们必须确保充分利用我们出色的公关团队，来帮助我们传播这个“福音”。所以，能够和你以及你的听众对话，显然是为了确保他们了解现代汽车在市场上所进行的重要投资，以推动需求。我认为，我们越是这样做，未来的成功就越有可能。这并不容易。

Let me say this, it sounds so simple, and yet it's still so very hard. Well, we're going to get you in front of thousands of dealers and hundreds of thousands of consumers. That's going to be good. Absolutely. All right. So deviating from the brass stack for a second, what's on your mind nowadays? What's keeping you excited? And I don't want to put the manufacturing facility aside. Of course, your rises of brand, but just what's on your mind? What's exciting to you? What's exciting to me? Well, first and foremost, you're talking to a former athlete, right? I'm a former basketball player. And at the end of the day, my job is to beat the competition. That's what's exciting. I know sometimes people say defense wins championships. I call it bullsh-ing, right?

让我这么说，这听起来很简单，但实际上却非常难。我们会让你走到成千上万的经销商和数十万消费者面前。这会很有益处。绝对的，好吧。那么，暂时不谈正事，你最近在想什么？是什么让你感到兴奋？当然，不要把制造工厂的问题放在一边。你的品牌正在崛起，但你究竟在想什么？是什么让你激动？对我来说，最重要的是，你在和一个前运动员交流，对吧？我是前篮球运动员。归根结底，我的工作就是击败竞争对手，这就是让我兴奋的地方。我知道有时候人们说防守赢得冠军，但我认为那是胡说八道，对吧？

Great offense is what wins championships. The last night checked whether it's in baseball, basketball, or football. And of course, I'm a basketball player. You still got to outscore your opponents, right? Just go ask the Indiana Pacers that question, right? They didn't outscore their opponent. Now they're at home watching the NBA, soon the NBA championship, right? And so at the end of the day, to me, that's what's most important, right? Is that, hey, we continue to score points with Hyundai. And that's what I really look forward to is playing offense, man, always playing offense. Yeah, I'm a hopeless Sixers fan, so you're not due to your payover here. That's right. But you got a great legacy. If you can build off that legacy, I was a big Dr. J fan back in the day, Maurice Cheeks, some of those guys that used to Andrew Tony that used to play for the 76ers.

进攻是赢得冠军的关键。昨晚验证了这一点，不管是在棒球、篮球还是足球。当然了，我是一名篮球运动员。你还是得比对手得分多，对吧？去问问印第安纳步行者队就知道了，他们没有比对手得分多，现在只能在家里看NBA，从而即将看到NBA总决赛，对吧？所以，在我看来，最重要的就是我们要不断得分，就像现代汽车一样。我真正期待的就是一直在进攻，兄弟，一直在进攻。对，我是一个无可救药的76人队球迷，所以你在这儿不需要报酬。没错。76人队有着伟大的遗产。如果你能建立在这个遗产之上，那就更好了。我以前是“J博士”大粉丝，还有莫里斯·奇克斯，那些曾为76人队效力的球员，比如安德鲁·托尼。

I was a big fan back in the day. Yeah, the only shame is that that legacy happened for us born. So that's most guys that just mentioned even who Dr. J is. Come on. He was actually, I was in a bot. I was in a box a couple years ago, and yeah, he came actually he was in came into the box. So I definitely know he is. We're good there. Okay, well, that's the easy one. You know, Andrew Tony? If not, you better go look at that. But Maurice but but I know Mo Cheeks. He was our coach.

我以前是个大粉丝。对，唯一的遗憾就是这些传奇发生在我们出生之前。所以，很多人甚至都不知道"J博士"是谁。拜托，实际上，有一次我在一个包厢，这么几年了，他进来了。所以我肯定知道他是谁。我们这点没问题。好，这个简单。你知道安德鲁·托尼吗？如果不知道，最好去查查。但莫里斯，我知道莫·奇克斯。他是我们的教练。

Come on, man. All right. All right. I'm not that rusty. I'm just thinking something. I'm seeing where you're hard. You know, I love it. I love it. I love it. All right. So back back to, you know, back to the car business, right? Talk to me. You mentioned affordability earlier. You jumped to that topic. I wanted to ask you about that, but you specifically mentioned pushing leasing, which I think makes total sense. You know, I was I was in another channel the other day and someone asked me, do you think we're going to see, you know, like meaningfully cheaper cars? And I said, honestly, no, I said, you know, we might see a little bit of attraction incentives and all that. Sure.

拜托，哥们。好吧，好吧，我没那么生疏。我只是在想些事情。我明白你的难处。你知道的，我喜欢这个话题。好吧，那么我们回到汽车行业，对吧？和我聊聊。你之前提到了可负担性。你跳到了这个话题上。我本来也想问你这个问题，但你具体提到了推出租赁，我觉得这完全有道理。你知道吗，前几天我在另一个频道里，有人问我：“你觉得我们会看到明显便宜的车吗？”我说，老实说，不会。我说，我们可能看到一些吸引力的激励措施，当然。

But I think we're just going to see more lease penetration. It just makes more sense. How, how are you thinking about affordability? Is leasing is leasing sort of, is that really the big thing? Or are there other things that come through your mind? Because I got to tell you, every podcast I do with a dealer, the overwhelming theme for them is affordability. Whether it be, you know, if the financing, the new cars, the interest rates, whatever. Or by the way, insurance, a huge one, insurance premiums are up to 25% year over year in March. That was just announced. Insurance has been a big one.

但我认为我们会看到更多的租赁渗透。这确实更有意义。你怎么看待可负担性问题？租赁真的那么重要吗？还是你还有其他想法？因为我得告诉你，每次我跟经销商做播客时，他们最关心的主题都是可负担性。不管是融资新车、利率，还是其他方面。另外，保险也是一个大问题。据最新宣布，保险费在三月份同比上涨了25%。保险一直是个大问题。

I can tell you also candidly, I had some other Hyundai dealers reach out to me as well, asking me to, you know, bring up the topic of insurance to you specifically with, you know, high insurance premiums and how well, you know, what are ways to bring more affordability in these type of scenarios? What are your thoughts on that entire topic of affordability? Well, leasing is certainly a great product for the consumer, right? Especially if you're planning on, you know, changing our cars every three or four years, great product that you can leverage at a very affordable price, right? You know, at the end of the day, incentives as an example is just a consequence of being competitive in the marketplace.

我也可以坦诚地告诉你，有其他的现代汽车经销商也联系过我，建议我向你提起保险的话题，尤其是高额保险费的问题，以及如何在这种情况下提高负担能力。你对负担能力这个话题有什么看法？嗯，租赁对消费者来说确实是一个不错的产品，尤其是如果你计划每三四年更换一次汽车的话，这是一种非常实惠的方式。最终，激励措施只是市场竞争的结果。

And, you know, I feel pretty confident that we'll do whatever it takes to ensure that people can afford our cars. Now we have to do that smartly, you know, we just can't give away the farm. But we're going to continue to be competitive in the marketplace. But the more that we can drive demand for our product, the more that we can build demand for our product, you can charge a more premium. And I think that's probably the code that we need to crack, right? Because our brand has come from, you know, a very interesting past to where it is today.

你知道，我非常有信心我们会尽一切努力确保大家能买得起我们的汽车。当然，我们必须聪明地去做，不能不计后果。但我们会继续在市场上保持竞争力。我们越能提升对我们产品的需求，就能收取更高的价格。我认为这可能是我们需要破解的密码，因为我们的品牌经历了一个非常有趣的发展过程，才走到今天的地步。

And it's our job to continue to build on the momentum that we have right now and really, really drive more demand for our product. And again, we do that through great marketing and great advertising, pushing, you know, the right narrative in the marketplace and at the same time producing and building great cars and SUVs. So that's what really keeps me up at night is just making sure that, hey, we continue to build a brand because the more we can do that and the better customer experience that we can provide, you don't have to discount your cars as much.

我们的任务是继续利用我们现在的势头，真正推动对我们产品的更多需求。我们通过优秀的营销和广告，在市场上推广正确的信息，同时生产和制造出色的汽车和SUV来实现这一目标。这就是让我夜不能寐的原因：确保我们不断打造品牌，因为我们越能做到这一点，并且提供更好的客户体验，就不需要对汽车提供太多折扣。

All right. So I have a fun question for you. I want to celebrate brand from marketing for a second. So I think I know you're going to answer it. I think I know your response, but I'm going to ask it anyways, because I think the audience will appreciate it. All right. So the founder of the founder of Geek Squad, Robert Stevens, ready for this, he has a line famously and he says, marketing is the price you pay for being unremarkable. True or false? True or false? Marketing is the price you pay for being un. Hmm. That's an interesting one. Part true, part false. How about that? It's both. I knew you were going to. Well, so I agree, which is why I separated brand and marketing, but I wanted to hear your take on this.

好的，我有一个有趣的问题要问你。我想暂时把品牌和市场推广分开讨论。我觉得我已经知道你会怎么回答了，但我还是要问一下，因为我觉得观众会喜欢这个问题。好，Geek Squad创始人罗伯特·史蒂文斯曾经说过一句名言：市场推广是为了弥补不突出表现所付出的代价。对还是错？市场推广是为了弥补不突出表现所付出的代价。嗯，这是个有趣的问题，部分对，部分错。怎么样？两者都有。我就知道你会这么说。因此，我同意将品牌和市场推广分开讨论，不过我还是想听听你的看法。

It's a pretty famous line. Well, you know what, there's another brand out there that I think has done a really, really good job for the longest time without any marketing and advertising, if you will. And I think that's a testament to the product that you bring into the marketplace, but that you control your narrative in other ways. So we're learning from a lot of these brands. I'm not too proud not to plagiarize as much as I can. Plagiarism, I think, is the best form of flattery in a lot of regards. I mean, we always want to push our own narrative, but at the same time, if I see something that's working in the marketplace, we need to study it. We need to take a look at it and to try and understand it and how can we learn from it, right? And so that's where I would say we're at.

这是一个相当有名的说法。你知道吗，我觉得还有另一个品牌，他们长期以来在没有任何营销和广告的情况下也做得非常好。我认为这证明了产品的质量，以及他们能够通过其他方式掌控自己的故事。所以我们正在向这些品牌学习。我一点都不介意尽可能多地借鉴别人的经验。抄袭在很多方面都是最真诚的赞美。虽然我们总是想要推动自己的故事，但同时，如果我看到市场上有什么成功的例子，我们就需要研究它，了解它，并思考如何从中学习。所以这就是我们的立场。

So I think the guy from Geek Squad, he's on the something, you know? I think I know what he's saying. And the more that we can do that, you know, with our brand, the better, you know? For marketing advertising, obviously, very expensive. I mean, to push your own narrative in the marketing space or to be a sponsor of, say, the NFL or college basketball or major league baseball or soccer for that matter, of course, all manufacturers, these are kind of traditional ways of advertising. But it's super expensive. And so I think the more that you can build your brand and get people to think about your brand, you can spend less money on marketing and advertising and less on incentives. And we try to balance that, you know, those levers every single day, you know what I mean? And it sounds so simple and yet it's so hard.

所以，我觉得Geek Squad的那个家伙说到点子上了，你知道吗？我觉得我明白他的意思。我们越能把这种方法应用到我们的品牌上，效果就会越好，对吧？因为营销广告费用确实非常高。比如在营销领域推广你自己的故事，或者成为NFL、美式大学篮球、职业棒球或者足球等活动的赞助商，显然都是传统的广告方式。但这些都非常昂贵。所以，我觉得，越能打造你的品牌，让人们关注你的品牌，就可以在营销和广告上的花费更少，也可以减少激励政策的支出。我们每天都在努力平衡这些手段，你明白我的意思吧？听起来很简单，但实际上非常难。

Talk to us a little bit about the outlook for Hyundai. You know, what's next? I know we've clearly talked about a lot of specifics here, but, you know, to wrap it up, generally speaking, how do you think about the future? Well, I think the value of the brand is going to continue to grow. The value of the franchise is going to continue to grow. You know, you talked about surveys early on, you know, the Kerrigan study highlights the fact that we move from being 15th in the marketplace in terms of franchise value, now down to eighth place, right? So that's a significant growth over the past five years. And so I like to see us, you know, move into the top five. And, you know, that's something that we're going to continue to push, you know, going forward is how do we continue to build a brand? How do we get more consideration for the brand? How do we generate more awareness? How do we improve the overall opinion of the brand and improve the value of the franchise going forward? I think we're in a really good place.

请跟我们聊聊现代汽车的前景。接下来会怎样？我知道我们已经具体讨论了很多内容，但总的来说，你如何看待未来？ 我认为品牌价值会继续增长。特许经营的价值也会继续提升。你提到了早期的调查，Kerrigan研究显示我们在市场中的特许经营价值从第十五位提升到了第八位，对吧？这是过去五年里显著的增长。所以我希望我们能进入前五名。我们会继续努力，推动品牌建设，提升品牌认知度，增加品牌曝光度，改善大众对品牌的整体看法，并提升特许经营的价值。我认为我们处在一个非常好的位置。

We're good, but we're not great. You know, my boss likes to say that we need to operate in chaos mode, right? And he's being somewhat facetious, but I understand where he's coming from. It's that, hey, don't be complacent, right? Complacency is the enemy of success, right? And so we're going to continue to push forward. We're going to continue to drive the Hyundai business going forward and hopefully, you know, get people to consider buying the brand more and more over time. I like to tell my super tiny team, which is much smarter than yours. I like to say, you know, every day we wake up, we want to think of, you know, how did we get 1% better, 1% better, no matter what, you got it every day 1% better.

我们很好，但还不够优秀。你知道，我的老板常说我们需要在混乱模式下工作，对吧？虽然他有点开玩笑，但我明白他的意思。他的意思是，嘿，不要自满，对吧？自满是成功的敌人，对吧？所以我们要继续前进。我们将继续推动现代汽车的业务发展，希望能逐渐让更多的人考虑购买这个品牌。我喜欢告诉我的超级小团队，这个团队比你的聪明多了。我常说，每天醒来，我们要想着如何变得好1%，无论如何，每天都要进步1%。

And then, you know, compound interest, it plays, it's, you know, does its work over the years? So that's definitely my philosophy as well. 100% 100%. You know, Kobe Bryant used to talk a lot about he didn't focus so much on, hey, you know, why did we lose the game? He focused more on what did I do and didn't do and how can I improve to help our team win the game? So every time he lost, he didn't take it, you know, like the loss personally, what he took personally was, hey, I didn't do enough to help my team win, right? And that's a big part of my responsibility as a CEO of the company, servant leadership, that's what it's all about.

然后，你知道，复利会随着时间的推移发挥作用，所以这绝对是我的理念。完全赞同。你知道，科比·布莱恩特经常谈到，他并不太关注为什么我们输掉了比赛，而更多关注的是我做了什么和没做什么，以及我怎样才能改进来帮助球队赢得比赛。所以每次输掉比赛时，他并不会把失败个人化，而是会思考我没有做够什么来帮助球队赢得比赛。这也是我作为公司CEO的一大责任，仆人式领导，这就是其核心所在。

How do I make other people better, right? And so that to me is what's really, really important is how do we, how do I think about helping the organization to improve? How do I help employees improve? How do I help dealers improve? That's what's really important to me. And I can't sit here and tell you that I've mastered it. It's something that I work on every single day. And it's something that I got to continue to work on, you know, going forward. Randy, you're a legend. I'm excited to see how the company progresses and how you keep growing.

我该如何让其他人变得更好，对吧？对我来说，真正重要的是如何帮助组织进步、帮助员工进步、帮助经销商进步。这才是对我来说真正重要的事情。我不能坐在这里告诉你我已经完全掌握了这个技能，这是我每天都在努力的事情，也是我未来需要继续努力的方向。Randy，你是个传奇人物，我期待看到公司如何发展以及你如何继续成长。

So like I said, your dealers are super enthused. I don't blame them. They're the brands have gone up in value. And you know, the consumer demand has been stellar. Great, great to have you on. Thanks for coming on and sharing your insights. We'll definitely have to do this again. Absolutely. Yolsey, thank you so much for having me. All right, hope you enjoyed that episode. Please give the podcast a rating, consider subscribing to the show and check the show notes for links to what we talked about. Thanks for tuning in. I'll see you guys next time.

就像我之前说的，你们的经销商们非常热情。我不怪他们。这些品牌的价值提高了，而且消费者的需求非常旺盛。很高兴能请到你来。谢谢你分享你的见解。我们一定得再做一次这种访谈。没错。Yolsey，非常感谢你邀请我。好的，希望你喜欢这期节目。请给我们的播客评分，考虑订阅我们的节目，并查看节目说明里的链接，了解我们讨论的内容。感谢收听。下次再见。