Electric Vehicle Dealer: Why the EV Mandate Should End Now!

I wake up literally every day with a little bit of paranoia that it's all going to end. Why? Some of it's just my nature, others, it's such a volatile business that it's scary, man. I mean, I'm not selling Ford F-150s. Those are going to be popular forever. I don't know. I mean, I think and I'm putting all my chips in the middle. We are all in betting literally everything. I've never taken a dime out of the business in five years. No salary, no pay, no profits. Every dollar, just keep doubling down and doubling down. It's a scary business for sure. Welcome to the Car Dealers from Guy Podcast. Today I'm speaking with Alex Lawrence. Alex is a serial entrepreneur, professor and founder of EV Auto, a used car dealership based out of Utah exclusively selling EVs in a deep-red state. We dive deep into why he thinks the EV mandate should end and how he decoded Elon Musk's tweet to beat the market. A big thank you to our sponsors for making today's episode possible. Dealer on car dealership Guy News and stream companies. And now let's get into the show.

我每天醒来时都会有一种隐隐的不安，担心这一切会戛然而止。为什么呢？有一部分是我的天性，还有一部分是因为这个行业实在太不稳定了，令人害怕。我的意思是，我又不是在卖福特F-150（皮卡车），那种车永远都会有市场。我也不知道，就是这样，我全力以赴，把所有筹码都压上了。我们孤注一掷，把所有都赌上。我五年来从未从生意中取出一分钱，没有工资、没有报酬、没有利润。每一美元都不断地投入再投入。这确实是一个令人害怕的行业。 欢迎收听“汽车经销商盖伊”播客。今天我与亚历克斯·劳伦斯对话。亚历克斯是一位连环创业者、教授，也是EV Auto的创始人，这是一家位于犹他州的二手电动车经销商，专门在一个重红州销售电动车。我们深入探讨了他为什么认为电动车强制令应该结束，以及他如何解读埃隆·马斯克的推文来击败市场。 非常感谢我们的赞助商使今天的节目成为可能。感谢经销商和车展新闻以及流媒体公司。现在，让我们进入今天的节目。

The car business has a term PhD, right? You're a real PhD. Not Papa has a dealership, not that one. Yeah, I didn't know that that was a thing. And so my secret life as a college professor, PhD is a big deal. And so I have had people over the years say like, who's your dad? Who, what car dealership? Not that big. Yeah. And I said, anyway, the first couple of times that caught me off guard. How do you go from a college professor to a dealer? I feel like that's an arc that doesn't make sense. I thought you were fake when I, when you, I think you followed me on Twitter like a while ago. I was like, yeah, who is this guy? Like, what do you do? You're trying to like open up a dealership, you were, you know, an academia. I don't see it. You've done it. You've been very successful. You're profitable. You're opening up another location. Maybe we could go on and on and on. Like just to give us a little, you know, synopsis of that transition. Why do it?

车行业里有一个术语叫做PhD，对吧？你是真正的PhD。不是“爸爸有个经销店”那种。我以前都不知道有这回事。在我做大学教授的秘密生活里，PhD是个大事。所以这些年来有些人会问，谁是你爸爸？你家有哪家车行？我说，不是那种。刚开始几次让我很意外。怎么从大学教授转行到车行经销商的呢？这转变感觉说不通。我还以为你是假的。你大概很久以前在推特上关注过我，我当时想，这家伙是谁？你是想开个车行吗？你以前在学术界，我看不出来啊。你做到了，非常成功，还盈利了，而且你还要开新店。也许我们可以一直聊这个，像给我们一个简短的转变过程介绍，为什么要这么做？

Yeah. So I actually have been an entrepreneur my entire career. The, the professor thing happened accidentally. And for me, you know, I'm motivated a lot by doubters, you know, a little chip on my shoulder, kind of a thing. And so when I started teaching a little bit, as part of, I started an entrepreneurship program at Weber State where I teach, I realized that academics didn't really respect you unless you had a PhD. And so I said, okay, I'll get on the list. And I did a real one. I flew to Oklahoma State every month for almost five years. It wasn't what did you do? What did you do? What did you do? So a business related and I actually studied startups and tried to figure out if there was a good time to quit, like it made sense to quit and stop and move on to your next thing. And so that was my research.

是的，我整个职业生涯都在创业。教授这个身份实际上是意外之中获得的。对我来说，怀疑我的人会激励我，就像肩上有一块小石头一样负重前行。所以当我开始在韦伯州立大学教书并创办了一个创业项目时，我发现学术界并不真正尊重你，除非你有博士学位。于是我决定去拿一个真正的博士学位。我每个月都飞到俄克拉荷马州立大学，持续了将近五年。这不是"你做了什么"、"你做了什么"那样简单的过程，而是涉及到商业相关的研究，我实际研究了创业公司，试图找出是否有一个合适的时机来选择退出创业、停止当前的事业，转而开始新的事情。这就是我的研究内容。

But so, so the deal was with the university when I got off the entrepreneurial treadmill a few years ago was that I could still start businesses as long as I taught, I don't teach, I only teach two classes. But yeah, I didn't start a business for years. And then, you know, we can talk about how, because the dealership didn't actually start as the dealership. It started as a EV marketplace that morphed into it. Yeah. So tell us more about that. Like, what was your beginnings in the car business? Why even venture into the car business?

几年前我从创业的高速运转中抽身，和大学达成的协议是：只要我教学，我还是可以创办企业的。但事实上，我只教两门课，很久没有再创办新公司了。然后，我开始涉足汽车业务。值得一提的是，这家经销商最初并不是以经销商的形式开始的，而是一个电动车市场，后来才转变成经销商。那么，能不能详细说说当初是怎么开始接触汽车行业的？为什么会选择进入这个行业呢？

Yeah. I still care around my head around someone from academia. Like, I feel like the skill sets are so different in the car business, you have to be so scrappy and I mean, I can give you 50 other adjectives to describe a dealer, right? Like entrepreneurial spirit, blah, blah, blah, blah, right? And I feel like academia, it's a very structured role. Like you do not need to be very scrappy and it's not very entrepreneurial. And maybe I'm wrong, but you can tell me otherwise, like how do you make that transition?

是的，我还是对来自学术界的人有些困惑。我觉得汽车行业和学术界的技能差别很大。在汽车行业，你必须非常灵活，我可以列出五十个形容词来描述一个经销商，比如有创业精神，等等。而我觉得学术界是一个非常有结构性的角色，你不需要非常灵活，也不需要有很多创业精神。也许我错了，但你可以告诉我，你是怎么从学术界转型过来的？

Yeah. I mean, that's definitely the earned stereotype. But like I said, the academic was accidental. I've got mediocre grades. I'm definitely non-traditional. And I teach in a sales program. I teach sales. And so which all great entrepreneurs have to be great at sales. And so I love my students. I love teaching, but I don't participate in academia. I go in, I teach, I love my peers. I work, I love where in the department I'm in, but it's definitely entrepreneur first, academic second. And I think, you know, there's a real opportunity. I take stuff that I did yesterday into the classroom the next day. No, your students probably love that. They do.

是的，这是非常典型的刻板印象。但正如我所说，我的学术生涯是偶然的。我的成绩一般，我绝对是非传统型的。我在一个销售项目中教书，我教销售。所有伟大的企业家都必须擅长销售。所以我很喜欢我的学生，我喜欢教学，但我并不参与学术研究。我去教书，喜欢我的同事，喜欢我所在的系，但我首先是企业家，其次才是学术人员。我认为这是一个很好的机会。我会把昨天做的事情带到课堂上。你的学生可能很喜欢这样，他们确实喜欢。

I mean, it's like, it's like no bullshit, you know, especially the car business where, you know, retail, you're dealing with the customers. I mean, it's great. Yeah. I mean, they see a TikTok video I did last week that's got a million views or, you know, they see something that, you know, I'm building it. It gives a legitimacy that I think is a cool opportunity. So we'll talk a lot about your numbers and your growth and your vision. We'll talk obviously about EVs because you are one of the top 10 used EV dealers in the US, is that right? Yeah. From the data that I've been provided, that's what it says. Okay. So yeah, pretty reputable source. So let's roll that. I mean, you're selling over 100 EVs per month used. That's pretty meaningful number. Just give us again, big picture, right? Why EVs? Right. You're getting to the car business. It's already super competitive, tough as is. Why say I'm going to make it even tougher myself and focus on this niche specifically and, you know, not focus on any other type of car? Why?

我的意思是，这就像是，没有任何废话，尤其是在汽车行业，零售业务中你需要面对顾客。这实在是太棒了。我的意思是，他们看到我上周在TikTok上发布的视频有一百万的浏览量，或者他们看到我正在打造的一些东西。这种合法性给了我一个很酷的机会。因此，我们会详细讨论你的数据、增长和愿景。显然，我们还会谈到电动汽车，因为你是美国前十的二手电动汽车经销商，对吧？是的，根据我得到的数据，确实是这样。所以，这个来源还蛮有信誉的。那我们就开始吧。你每月销售超过100辆二手电动汽车，这个数字相当有意义。再给我们一个大的背景，为什么选择电动汽车？对吧，你进入汽车行业，这个行业已经非常竞争激烈，本来就很难了。为什么还要自找麻烦，专注于这个特定的领域，而不是选择其他类型的汽车呢？为什么？

Yeah. So my co-founder and I, he's one of my closest friends. We were talking about five years ago and it was actually his idea. He said, you know, it's really hard to buy the used Tesla. And I said, yeah, it kind of is. It's very fragmented, you know, a Ford dealership. It'd have some random one. Nobody knows anything about it. And so we started talking about that actually he said, you know, we should build a website where people can buy and sell, use DVDs. And that's a great idea. My previous companies were in tech. First step for my career was actually in franchising, which relates to what I'm doing now, potentially, with cars. Second half of my career was tech. And so we started looking at building a marketplace and the domain EV cars.com was available.

好的。我和我的联合创始人是很要好的朋友。大约五年前，我们在聊天时，他提到了一个想法。他说，购买二手特斯拉真的很难。我说，是啊，确实有点难。市场非常分散，比如说福特的一些经销商那里可能有一辆特斯拉，但没有人真的了解它。所以我们开始讨论这个问题，他提到，我们应该建立一个网站，让人们可以购买和出售二手电动车。我觉得这是个好主意。我的前几家公司是在科技领域，职业生涯的第一步其实是在特许经营领域，这和我现在可能要做的与汽车相关的事情有些联系。我的职业生涯后半段是在科技领域。所以我们开始考虑建立一个市场平台，并且发现域名EVcars.com还可以注册。

It was expensive, but available. How was it? You know, I think we paid, it's been a while. I think we paid 20,000 for it. I love that. But I mean, when you do it when it's kind of early in an idea, when it's just an idea, you're like, it's a lot of money. But I think it's the best domain almost you could get for an even marketplace. We also own EV trucks and EV auto and a bunch of other domains. Yes, I'd be. Yeah, a little bit.

它很贵，但可以买到。你问感觉怎么样？你知道吗，我想我们花了，这事已经有一阵子了。我想我们花了2万美金。我很喜欢这个域名。不过，我的意思是，当你在一个想法还处于初期阶段时，就感觉这是一大笔钱。但我认为这是你能找到的用于电动汽车市场的最好的域名之一。我们还拥有EV trucks（电动卡车）和EV auto（电动汽车）等一系列其他域名。所以，是的，我有点觉得值。

And so we started developing this concept around the marketplace. The marketplace, the paying customer would be the dealer. Free to private sellers, dealers would business with the initial vision you had. It's not what you operate today. Totally unrelated to a car dealership. So at some point in my career, I've either always been the customer or been really close to the customer. In this case, I was neither. And so this same buddy co-founder, business partner, had an old dealer's license as well. And he said, hey, you know what? Use it. And I said, yeah, I'm going to start. Well, when you say that, what is it like in Utah, and you just like retain a dealer's license if you're not operating or?

于是我们开始围绕这个市场概念进行开发。在这个市场中，付费的客户将是经销商。对于私人卖家则是免费的，经销商会按照你最初的设想来运作。但这并不是你今天所经营的东西，完全与汽车经销无关。所以在我职业生涯的某些阶段，我要么一直是客户，要么非常接近客户。但在这种情况下，我两者都不是。所以我这位共同创始人兼商业伙伴，手头还有一份旧的经销商许可证。他说，嘿，你知道吗？用它吧。我说，好，我会开始使用。那么，按照你所说的，在犹他州，这是怎么样的？你是否不运营也能保留经销商许可证？

No, we had a little building. All the boxes were checked to maintain the rules. And why did you have that? Was he wholesaling cars in the slot? Very, very minimal. At-arms, lights, and carbuses. No, definitely not a car. But it meant the requirements. But he was collecting cars, buying cars, so but on a smaller scale. And so just kept it alive. And so I'm going to start signing up for dealer tools and sign up for the auction and buy a car because I wanted to be able to speak their language and understand how they operated.

不，我们有一个小建筑。所有的规定都被严格遵守了。为什么你们要这么做呢？他是在那个地方批发汽车吗？几乎没有，只是极少数几次。没有特殊装备、灯光和运送汽车用的巴士。也绝对不是汽车销售。但是符合基本要求。他在收藏和购买汽车，不过规模很小，所以只是保持它的运作。我决定开始注册经销商工具和拍卖，购买汽车，因为我希望能够讲他们的行话，了解他们是如何运作的。

So then when I tried to sell into them, I could say, oh, yeah, I got dealers license. I bought and sold a few Teslas and just try and get a little bit of credibility. And for about a year and a half, that's all I did is I would buy one car and then sell it on a local marketplace and then buy another one. And literally just kind of repeated that while we were building out the marketplace at the same time. So you were doing this in order to create a better marketplace for dealers. You were essentially, as they say, eating your own dog food, you were trying to really figure out the system, make it scalable for a dealer community. That's right.

所以，当我尝试向他们推销的时候，我可以说：“哦，对，我有经销商执照。我买过几辆特斯拉，也卖过几辆。”这样就尝试获取一些可信度。在大约一年半的时间里，我就是这么做的——买一辆车，然后在本地市场上卖掉，再买另一辆。就这样不断重复，同时我们也在构建那个市场。所以你这样做是为了给经销商创造一个更好的市场。你其实就是在实践所谓的“自食其果”，真的尝试去了解这个系统，并使其可以为经销商社区扩展。没错。

And so and I have a question here. Like, what was different or what is different today about selling EVs in your perspective? Like, why, why are you needed in the marketplace? I think it's so I was given advice to if I was going to open a physical location to get something that was easy to find and safe, but doesn't need to have any visibility because everybody does the research online and this then they just kind of show up to find a location perspective. Yeah, they just kind of finalize it. So my hypothesis, our hypothesis was, you know, the vast majority of people buying EVs, it's their first time.

我有一个问题，现在出售电动汽车与过去有什么不同？为什么你们在市场上是需要的？我被建议，如果我要开一个实体店，最好选一个容易找到且安全的地点，但不需要太显眼，因为大家都会先在网上做研究，然后才会来店里看看。所以我们的假设是，大多数购买电动汽车的人都是第一次购车。

And they actually have a lot of questions and they want to drive one. And so we went counter to a lot of very wise people in the car business and went after locations that were highly visible and tried to make them highly desirable to come into because people they want to come in and experience that their first time buyers 90 plus percent of my customers have never had an EV before. And so and why are they coming to buy an EV? Well, I mean, a lot of it's because they have a neighbor that has one, a friend that has one, a coworker that has one and people that have them are big time advocates. They're unpaid advertisers. They love them and they're not shy about telling people about them.

他们其实有很多问题，而且他们想要亲自试驾。因此，我们选择了一些非常显眼的位置，并努力使这些地方变得非常吸引人，让人们愿意进来体验。尽管有很多汽车行业的专家认为我们这样做不明智，但我们还是坚持了。因为对于那些第一次购车的人来说，他们90%以上从未拥有过电动车。那么，他们为什么来买电动车呢？很多时候是因为他们的邻居有一辆，朋友有一辆，或者同事有一辆。那些已经拥有电动车的人就是我们的大力宣传者，他们是免费的广告员，他们非常喜欢自己的电动车，并且会热情地告诉别人关于它的各种优点。

Okay, so first thing you're telling me is that there's this peer pressure, in fact, or whatever you want to call I mean, it's just, you know, humans saying other humans, you know, with this new type of vehicle relatively speaking, they're like, okay, I'm interested. Yeah. What now take us one step further into the mind of the consumer, you deal with these consumers, you know, at a much greater rate than the average dealer, right? What's done like build on that thought process, right? So they they come to you. Why do they end up actually buying the like, is it like gas savings? Is it they don't want to, you know, it's cleaner for the earth or so they think and we can debate that. I mean, why like what? Look, I can I can mention any study under the sun, but I want to know from you to anecdotal experience. Yeah. So it depends on which car they're interested in. I mean, you get a six figure EV or a low four figure EV. It kind of depends on where you're at. So the goals are different depending on those, but I would say the majority of my customers right now are comparing it against gas alternatives and recognizing that dollar for dollar, there's not a better car. And that's it. I've asked a lot of my friends at own large gas car dealerships. I say, look, you can get a Toyota Corolla, you can get a Honda Civic, you can get a Tesla Model 3 and all things being equal. One has self driving, one's all will drive, one's really fast. They're all good cars. They're all safe cars. They're all nice cars, but they're not fun. And that's the big difference. The Tesla checks all the boxes, but it's also fun. And so I think people are like, why would I spend extra for a boring car?

好的，所以你首先告诉我的是存在这种同辈压力，实际上，不管你怎么称呼它，反正就是说，大家在人与车之间的互动中，有了这种相对较新的车型，他们会觉得“好吧，我感兴趣。”是的。接下来，我们深入探讨消费者的心理，你比普通经销商与这些消费者有更多的接触，对吧？基于这个想法，继续说下去。那么，他们来找你，为什么最后真的会买这车？是因为省油吗？还是他们想要更环保，或者他们认为更环保，这个我们可以讨论。总之，为什么？看，我可以提到任何研究，但我想知道你的实际经验。是的，根据他们所关注的车型而定。你可能买一辆六位数的电动汽车，也可能买一辆低四位数的电动汽车，这取决于你的实际情况。所以目标因车型不同而异，但我认为我现在的大多数客户是在将其与燃油车进行比较，并认识到就每一美元的花费来说，没有比它更好的车了。我问过很多拥有大型燃油车经销店的朋友，我说，你看，你可以买一辆丰田卡罗拉，或者一辆本田思域，或者一辆特斯拉Model 3，在所有条件相同的情况下，一辆有自动驾驶功能，一辆是全轮驱动，一辆非常快，它们都是好车，都是安全车，都是好车，但它们不有趣。而这是最大的区别。特斯拉满足了所有要求，但它也有趣。所以我认为人们会想，为什么我还要花更多钱买一辆无趣的车呢？

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So before we move forward to the actual dealership, your economics, I mean, how much money you're making, we're going to dig in all that. Let's just wrap up how you went from a marketplace to a dealership. Like what was that transition like and what was sort of the end state? Yeah. So again, like I said, it wasn't on the radar at all. Although I think it's funny, I read something recently that the things that you're most interested in between when you're 13 and 18 are likely the things that you'll be best at professionally as an adult. And so my very first business that I started. So think back to what you're interested in, right? I was building websites. Okay. So I mean, kind of like it's a form of marketing. And it's online. Yeah. And it's, yeah. So my first business was a car detailing business when I turned 16. I've always loved cars. I've never done anything related to the car business until I was 45, five years ago. And so anyway, so I come back to that and I started realizing, and we're making good money selling these cars. So then I bought two and sold two. And then I bought three and sold three. And it's after selling several million dollars of Teslas by myself, essentially, I thought, and we thought, you know, let's rent a little spot because very frugal, you know, profitable from day one, you know, just one car into two car into three.

在我们进入具体的汽车经销业务之前，先谈谈你的经济状况，也就是你赚了多少钱，我们会深入了解这一切。首先，让我们总结一下你是如何从一个市场转变为一个经销商的。这种转变是怎样的，终局又是怎样的？ 对了，正如我之前提到的，这完全不在我的计划之内。不过我觉得有趣的是，我最近看到一篇文章说，当你13到18岁之间最感兴趣的事情，往往会是你成年后在职业上最擅长的。所以我回想了一下，我创业的第一个业务，那时我在做什么呢？我在建立网站。可以说这是一种形式的市场营销，而且是在网上进行的。 当我16岁的时候，我开设了一个汽车清洁业务。我一直很喜欢汽车，但直到五年前，我45岁时之前，从未涉足过汽车业务。所以，我开始意识到，我们通过卖车赚了不少钱。于是我买了两辆车，然后又卖了两辆车，再买三辆再卖三辆。在独自卖出了几百万美元的特斯拉之后，我们认为，或者说我们意识到，或许可以租一个小地方。因为我们一向节俭，从第一天起就盈利，从一辆车到两辆车，再到三辆车。

So we rented this little dumpy spot near my house and took at the time, what felt like a huge risk to buy like eight or nine. And it was scary. And it's still I mean, it's still a scary. Where did you buy them? I bought, I think all of them from Anaheim, although I buy from all different places now. And how did you value them at the time? It was it wasn't as scary. It's the most volatile car you could ever buy and sell. How did you do it? Just lots of homework. I mean, I'm completely immersed in this from day one. Yeah. I am every day all day. It's the only thing that I study and think about and I'm an expert in is is EV prices and values and sales. And so it doesn't mean I don't get it wrong, but I just stay really, really close to what's going on the market. And if Elon dropped prices, I dropped my prices within 30 minutes and tried to clear out everything I could before anybody else was aware and reacting.

我们租了个离我家很近的小破地方，当时感觉像是冒了很大的风险，买了大概八九辆车。这很可怕，现在依然很可怕。你在哪里买的车？我想我当时是从阿纳海姆买的所有车，不过我现在从不同地方进货。你当时是怎么估值这些车的？这并没有那么吓人，但这些车是你能买卖的波动性最大的。你是怎么做到的？做了大量的功课。我从第一天开始就完全沉浸其中。是的，每天整天我唯一研究和思考的就是电动车的价格、价值和销售。所以这并不意味着我不会出错，但我紧密关注市场动态。如果埃隆·马斯克降低价格，我会在30分钟内降低我的价格，尽量在其他人还没意识到并做出反应之前把所有车都清掉。

And that saved me from losing what I didn't lose any money when all those things happened and people were losing 10, 15, $20,000 a unit. How did you not lose money? Well, one of the ways is I felt like price drops were going to happen. If you listen to Elon over time and really study what he's going to say, he wants to make him more and more and more affordable. And as their margins increase and their volume increased, it seemed logical that price drop was coming. Now, I didn't realize it would be as aggressive or as frequent. So what I did is I never was buying cars that were newer than two years from the current date. And so the value between my used cars and new cars with the price drop was still wide enough that people would consider it. But if you're looking at a car that's a year older and has 10,000 miles versus a brand new car that's zero and there's a $1,700 difference, what are you going to pick? And so I've maintained that strategy today. I don't carry anything that's close to that. So you avoid price risk, essentially, by buying units that I've depreciated more heavily already prior to your acquiring them. And clearly, again, it's less comparable to a brand new car, right? It's not like it's three months old, in which case, if the new one drops its prices, yours has taken a massive haircut, right? So that's where you're sort of avoiding that depreciation risk. That's only with Tesla, though.

这救了我一命，让我在那些事情发生时没损失任何钱，而别人都在每辆车上损失1万、1万5、甚至2万美元。你是怎么做到不赔钱的呢？其中一个方法就是我觉得价格会下降。如果你长期听Elon Musk说话并认真研究他的话，你会发现他希望把车做得越来越便宜。随着他们的利润和销量增加，价格下降是很合逻辑的。不过，我没想到会降得这么快、这么频繁。所以我从来不买生产日期离当前日期不到两年的车。这样一来，二手车和新车之间的价值差距依然够大，吸引消费者考虑二手车。但如果你要买一辆比新车只旧一年、行驶了一万英里的车，而新车一英里没跑就只比它贵1700美元，你会选哪个？因此，我至今都坚持这个策略，我不会持有生产日期太新的车。这样，你就能避免价格风险，毕竟我买的车在我购入前已经有很大折旧了，这样与新车相比就不会那么相似。如果一辆车只旧了三个月，新车一降价，那你的车就会大幅贬值，对吧？所以这样你就可以避免折旧风险。不过，这个策略只适用于特斯拉。

It's a much more difficult with other brands. And that's goes back to the other kind of hypothesis is that there's all these different brands and these cars are spread out all these different dealerships. Most of them don't want to sell them. They don't like them. Their salespeople don't want to sell them. They don't know very much about them. And so if you want to go try three or four different cars that are similar, you're going to have potentially three or four mediocre experiences. And so one of our theories is that we can bring all those cars under one roof and create an experience that's really unique and different that we're just going to get around. I mean, if you want an EV, go to EV Auto, it's a no-brainer.

其他品牌的情况要困难得多。回到另一种假设上来看，问题在于有很多不同品牌的车子分散在各个不同的经销商那里。大部分经销商并不想卖这些车子，他们不喜欢这些车，他们的销售人员也不想卖，而且对这些车了解不多。所以，如果你想试驾三四款类似的车子，你可能会有三四次平庸的体验。所以我们其中一个理论是，我们可以把所有这些车集中在一个店里，创造一种非常独特和不同的体验。如果你想要买电动汽车，那只要去EV Auto店就行了，这简直是不需要动脑筋的选择。

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You've invested a lot in your showroom. And I can just tell by just looking at it, I've built a showroom. We invested a lot. I mean, it's a lot of money, right? You want to really make it into experience, but you've taken it at another level. What, like, why do that? Do you really believe that the future is bricks and experiential? Like, how much money have you spent if you could share that with us? And why do that? Well, it's a lot less than you think. Yeah. Very frugal. A lot of that stuff is very creative. It's visually cool, but it's not name brand cool. Yeah. And so our building was under a million dollars, the whole building. Did you buy it? Yeah, we own everything. So I think it's important to know. It is very important. Yeah. I mean, especially with interest rates, and stuff, and we don't have any flooring. We own all of our cars. And so with, I mean, like I said, flooring, I think you posted something the other day. Margins are getting killed with dealers because flooring costs are so high that it's just scrunching things. And so I would say it looks like a franchise. It looks great. Really cool one, right? Different, unique. But it's more about how people feel. That's what, and I know it sounds cliche, but I have been a car customer my whole life. And I will say that the reputation of car dealers and use car salespeople as being one of the worst reputation industries right there with lawyers and whatnot is 100% deserved, absolutely earned, deserved.

你在展厅上投入了很多。我一看就能看出来，因为我也建过展厅。我们也投入了不少钱。我是说，这是一大笔钱，对吧？你想让它成为一种体验，而你确实把它带到了一个新的高度。为什么要这么做？你真的相信未来是实体店和体验式的吗？如果可以的话，你能告诉我们你花了多少钱吗？为什么要这样做？ 其实花的钱比你想的要少得多。非常节俭。很多东西都是非常有创意的，从视觉上看很酷，但不是知名品牌的那种酷。我们整个建筑的花费不到一百万美元。你们买下它了吗？是的，我们拥有一切。我认为这一点很重要。尤其是考虑到利率等等，我们没有任何库存贷款，我们拥有所有的汽车。正如我所说的，前段时间你发了个帖子，提到经销商的利润率因为库存贷款成本太高而被压缩了。所以我会说，它看起来就像一家连锁店，非常酷的那种，不同而独特。但更重要的是人们的感受。虽然听起来可能有些陈词滥调，但我一直是汽车客户。我必须说，汽车经销商和二手车销售人员在声誉最差的行业中之一，这样的声誉是100%应得的，绝对配得上。

Really? Absolutely. I mean, I'm tired of hearing that there's a few bad apples. No, I think there's a lot of bad apples. Really? Yeah, they pressure people going to a dealership. They're waiting by the front door. How do you sell car? I'm scarce. We're chill. We're my dogs. What does that mean? I mean, in every one of my locations, it's going to be just like this. We're hanging out on the couch. I've got a wall of nine giant TV screens showing something. We've got music playing. And we're just like, Hey, what's up? Welcome. And there's nobody waiting at the door for you in a blazer to jump on you. We don't even go outside. We let you kind of walk around for a few minutes. So how do you close customers? Like what, what, what gets them to make the purchase? Like what's that? We don't pressure them. Yeah, we do not push people to buy a car. And it's hard sometimes you spend two hours with somebody and watch them walk out the door. It's tough. But again, a lot of car dealers, they haven't bought a car in a very long time. Some of them have never bought a car. They don't know what that experience is like. And so I think, you know, our core values are, are, you know, one of them is that we are the experts. That when it comes to these and plug in hybrids, we do both that we are the experts that we know the answers. The other is that it's a special place to be. And that's for customers and employees. I want the experience to be the best buying experience they've ever had. The best car buying experience, the bar is too low. It's too low. I mean, it's the golden rule. We don't pressure people. We don't push people. We're friendly. We answer questions. Our pricing is transparent. It's fair. We don't push back end. You work with one person. You don't go get sat in the finance office. You can be in and out of their fast. Everything's digital. We'll let you take cars home. We'll deliver cars to you. I mean, there's just a lot of things we do to surprise and delight people that they come in with their guard up. And, and after a little while, they realize, hey, I can just talk to these guys and drive some cars and leave. And that's okay. Or that leads to a sale, which we've had really strong growth.

真的吗？是的，绝对如此。我已经厌倦了听到那种“有几个害群之马”的说法。不，我认为有很多害群之马。真的吗？是的，他们在顾客去车行的时候施加压力，他们在前门等着你。你是怎么卖车的？我们很悠闲，我们很随和，就像和我的狗在一起一样。那是什么意思？我的意思是，在每个分店都是这样的。我们坐在沙发上聊天，有一个墙面上装了九个巨大的电视屏幕播放节目，背景有音乐。我们只是说：“嘿，欢迎！”没有人穿着西装在门口等着你。一点都不紧张。我们不会马上跟上顾客，让他们自己在店里逛几分钟。那么你们是怎么促成销售的呢？我们不给顾客施加压力。是的，我们不会逼顾客买车。这有时候很难，你花了两个小时陪顾客，但最后看着他们走出店门。这很难受。但是，很多卖车的，他们已经很久没有买车了，有些人甚至从来没有买过车。他们不知道那种体验是什么样的。所以我认为，我们的核心价值观之一就是我们是专家。谈到这些和插电式混合动力车，我们是专家，我们知道答案。另一个核心价值就是这是一个特别的地方，对顾客和员工来说都是。我希望这成为他们有史以来最好的购车体验。现在的购车体验标准很低，太低了。我的意思就是黄金法则。我们不施压，不勉强顾客。我们很友好，回答问题。我们的价格透明，公平。我没有推销附加产品。你只需要和一个人打交道，不需要去财务办公室。整个过程可以很快完成，一切都是数字化的。我们会让你把车开回家试驾，也会送车到你家。我们做了很多事情来让顾客感到惊喜和满意，他们进来时带着戒备心，但一会儿之后，他们意识到可以和我们聊聊天，试驾几辆车，然后离开，这也没关系。当然，这也可能促成销售，因此我们有了很强的增长。

So talk to me a little bit on numbers because I'm curious. So if, if I was just to, you know, a fly on the wall right now, as if you are, if I'm a dealer, right? I'm listening to this saying, okay, cool. You're talking a big game. You don't pressure people or whatever. You have your own, you know, kind of unique sales process. How much money are you making though? Yeah. That's, that's the brass. So like, let's, let's break that down. Yeah. Kind of part by part. Like, first of all, what's your gross profit per unit? How much are you making per car on app? You know, we track it frequently. I think latest number, we're around 40, about 4,600 per unit. Okay. And how much is that? It's front end versus back end. About 35, 3600 front end around 1000 back end. Wow. So you're, that's a, that's a very meaningful number on to make. So again, for the audience, right front end is what you make on the car, back end is what you make on insular products, you know, vehicle service, contract, insurance, blah, blah, blah. And back end continues to grow for us.

那我们来聊聊具体的数字吧，因为我很好奇。如果现在我是一只墙上的苍蝇，听你说话，假设我是一个经销商，对吧？我听着这些内容，心想，好吧，你说得头头是道，也不强迫人购买，或者什么的，你有自己独特的销售方式。但是你到底赚了多少钱呢？这就是关键。所以我们来细细拆解一下。首先，你每卖一辆车的毛利是多少？我们经常追踪这个数据，最新的数字大概是每辆车赚4600美元左右。那这4600美元是怎么分的？前端大概是3500到3600美元，后端大约是1000美元。哇，所以你这是一个相当可观的收入数字。为了让观众更好理解，前端是你在卖车时赚的钱，后端是你在卖一些附加产品时赚的钱，比如车辆服务合同、保险等。而且我们的后端收入还在持续增长。

So for, for the first couple of years, when we made that ship to a dealership, and we can talk about that, as far as that, that commitment there, I had no financing options. I had no back end. Yeah. Cause 1000 is pretty low. I would say that's at least 50% lower than average. But tell me, so tell me more about the front end, right? Yeah. You're making about 3500 dollars. I'd say 3000 on front end at the latest report, 3000 front end, 1500 or so back end, because it, it changes as we're, we're driving back end.

好的，那么在最初的几年里，当我们把那艘船运到经销商那时，我们可以讨论一下那部分的承诺。当时我没有融资选项，也没有后端支持。是的，因为1000美元确实很低。我会说那至少比平均水平低50%。不过告诉我，你能多讲讲前端的情况吗？是的，你前端大概能赚3500美元，最新数据显示，前端大概3000美元，后端大概1500美元左右，因为随着我们推动后端，数字会发生变化。

Yeah. I understand. Yeah. Where you're acquiring your EVs from today, everywhere, private sellers, small auctions, large auctions, other dealers, trade ins. Okay. So you're, you're, are you publicizing? We will buy your car and stuff like that. Starting to, yeah. And it's, we're getting better at it. So, okay. Reconditioning. How do you do that? In house, outsource, talking about that. Yeah. So that's another thing that we do a little bit differently. We buy cars only that don't need much reconditioning. And so you're buying like, nicer cars, 5.0 conditioner. What? I don't know. I mean, 3.5 and above, but that's dings, dents, scratches, that's stuff that we can recondition in a day or two. And so we get a car in that a curb rash is hugely popular on EVs. The visibility is a little harder. The wheels are a little deeper dish. And so they come curb rash often. And so we fix curb rash repair. That'll drive, that'll drive a condition report for listeners down quite a bit if all four wheels have curb rash. And so, so we start out with cars that, you know, I bought all the cars. Now, Tyler, our general manager and operating partner buys some and, and we're starting to expand the buying, but we're very, very picky and particular about what we've been. And where do you recondition? I'm on site. Yeah, on site. Do you have technicians on site? Everything's on on site? Yeah, I mean, technically, when I say on site, let me rephrase that. So we have a body shop guy that that actually comes and gets the car, takes it to his body shop nearby and fix it. So that's like a bumper that needs to be repainted. But we don't do anything that's more serious than that. I mean, literally, it'll be a bumper that needs to be repainted. And that's, that's, you have any technicians at your dealership? Yeah, but we don't do. That's the hires. Yeah, that's the thing. These EVs don't require much work. I'm not like repairing a transmission or there's a leak or we've got to do, I mean, we're, we're putting new tires on it. They don't need new brakes until you're over 100,000 miles. So we're putting new tires. We're doing curb rash. We're repairing some scratches, some dings, some dents, and sometimes some leather. That's it. That's all that that's all we're doing to these cars almost every time, if anything, sometimes we're not doing anything to them. They show up and they're ready to be put on the front line.

好的，我明白。你们现在从哪里采购电动汽车呢？是从各个地方，私人卖家、小型拍卖、大型拍卖、其他经销商和以旧换新等渠道吗？好的，你们有宣传会收购车辆之类的信息吗？刚开始做，而且我们在这方面做得越来越好。关于翻新，你们是如何操作的？是内包还是外包？我们也做得有点不同。我们只购买不需要大量翻新的汽车，你们买的是类似5.0状态的好车吗？不清楚，大概是3.5分以上的车，主要是一些可以在一两天内修复的小问题，比如小凹痕、划痕。电动汽车经常出现轮毂擦伤问题，因为能见度较低，而且轮毂较深，所以我们会修复这些轮毂擦伤。如果四个轮子都有擦伤，会大大降低车辆状况评分。 我们一开始就挑选那些问题较少的车辆。我以前负责购买所有车辆，现在总经理和运营合伙人Tyler也开始参与采购，我们在采购上非常挑剔和讲究。你们在哪里进行翻新？我们在现场进行翻新。你们现场有技术人员吗？所有工作都在现场完成吗？嗯，严格说是我们有一个合作的车身修理店。我们的车身修理师傅会来取车，然后带到附近的车身修理店去修理，如果是需要重新喷漆的保险杠之类的，但我们不处理那些需要严重修复的情况。基本上只是重新喷漆这样的简单修复。 你们的经销店里有技师吗？有，但我们并不进行大型修复。这些电动汽车不需要太多维修，比如变速箱修理或漏油等问题。我们主要是更换轮胎。电动汽车的刹车在行驶10万英里以上才需要更换。所以我们会更换轮胎，修复轮毂擦伤，处理一些划痕、小凹痕，有时还有一些皮质内饰的修补。这就是我们几乎每次对这些车所做的全部工作，有时甚至什么都不做。车辆到达后就可以直接上前线展示出售。

Got it. Okay, so tell me more about how are you attracting customers? Like what's your advertising like? How much are you spending per car? Give us a little overview about that. So for years, I was really proud of the fact that I'd spent zero dollars on advertising. And so we grew the business for the first three and a half years with zero dollars spent on advertising. 100% word of mouth organic free social. I think I waited too long on that to start spending. And so, but I've been very cautious about it.

明白了。那么你能告诉我更多关于你们如何吸引客户的情况吗？你们的广告是怎样的？每辆车的广告费用大概是多少？给我们一个简单的概述吧。多年来，我一直为自己在广告上零花费而感到自豪。前三年半，我们完全靠零广告费用来发展业务，100%依靠口碑和免费的社交媒体。我认为我在开始花钱做广告方面等得太久了，不过我一直对此非常谨慎。

Like I said, we're frugal. I mean, you see, I want to say this, I don't want to mistake excitement for arrogance or overconfidence. I'm really excited about our business. I wake up literally every day with a little bit of paranoia that it's all going to end. Why? Some of it's just my nature. Others, it's such a volatile business that it's scary, man. I mean, I'm not selling four F one 50s. Those are going to be popular forever. I don't know. I mean, I think, and I'm putting all my chips in the middle, we are all in betting literally everything have never taken a dime out of the business in five years. No salary, no pay, no profits, every dollar just keep doubling down and doubling down.

就像我说的，我们很节俭。我的意思是，你知道，我想说这个，但不想把兴奋误认为傲慢或过度自信。我对我们的业务感到非常兴奋。我几乎每天醒来都有点紧张，担心这一切会结束。为什么呢？部分是因为我的性格，部分是因为这个行业太不稳定了，真的令人害怕。我不是在卖F-150这种永远都有市场的产品。你知道吗，我是全盘押注，把所有的筹码都放在了中间，我们在过去五年里从未从业务中取出一分钱。没有工资，没有报酬，没有利润，每一分钱都不断重复投资。

It's a scary business for sure. But having said that, we've we've built our business around referrals, reputation, online reviews, visibility, all those things are free. But I've just barely started spending money on things that are that are paid. And I'll tell you, I'm not sure I'm going to because I feel like the car gurus and the cars of cop, com and the auto trader, I'm funding competition for against my website. Okay. I'm paying them to get leads to the cars that I am listing on my own website that I'm driving with my own social traffic and my own direct traffic. And I'm paying them to compete with the same keywords. And I'm not saying I'm not going to do it. I just since I started with none, I'm cautious because most dealers just they do them all. They just cast a white net. They're on every platform. And and I just want to be very cautious.

这确实是一项令人害怕的业务。但话说回来，我们的业务是建立在推荐、声誉、在线评价、曝光度等免费的途径上的。不过，我刚刚开始在一些需要付费的项目上花钱。坦白说，我不确定是否会继续这样做，因为我觉得像CarGurus、Cars.com和AutoTrader这些平台让我资助了我网站的竞争者。我花钱来获取我自己网站上列出的汽车的潜在客户，这些潜在客户本来是由我自己的社交流量和直接流量带来的。同时，我还花钱与他们在同样的关键词上进行竞争。我并不是说完全不会去做这些付费推广，只是因为我一开始没有进行付费推广，所以我比较谨慎。大多数经销商会选择全平台覆盖，他们在每一个平台上都进行推广。而我只是想非常谨慎地处理这个问题。

And how much are you selling on average right now per month? With no, I mean, how many were any advertising right now whatsoever? Very, very minimal. So I did I did a car gurus test. I've done, I've done some stupid little paid social for, you know, 80 bucks here, 100 bucks there. I'm trying to think I spend a lot on how much are you selling for month on average right now? So like I said, we did 93 cars last month. Wow. And let me put that in perspective. I mean, to do that organically, that's a very impressive number. I mean, might end tomorrow. Seriously, it's you got to repeat it every day. But I think what's crazy to me, and it really is, I couldn't believe it. Our team told me, and I didn't believe them.

请问你们现在每月平均销售多少？我是说，包括完全没有广告的情况，现在销售量是多少？几乎没有任何广告。做过一个Car Gurus的测试，还有一些小额的付费社交广告，比如80美元、100美元的那种。我试着回忆我花了多少钱。那你们现在平均每月销售多少呢？就像我说的，上个月我们卖了93辆车。哇，把这个数字放在背景下来看，靠自然流量能做到这个数字，真的很了不起。可能明天就卖不动了，真的，你得每天都做到。但让我觉得不可思议的是，我简直不敢相信。我们的团队告诉我这个数字时，我还不敢相信。

I said, that's not right. You've got to go out right now that we sold that many cars in July. I said, that's not right. There's there's no way because things have been so busy. Just every day, just constant that I haven't been keeping track. We're actually changing the TV in my office that shows number of cars sold because it's so exciting. But that's we turned over our entire lot because this is on an acre. Okay, my law is an acre. I can only hold about 40 cars. So I turned over my entire inventory twice in 30 days, which is unbelievable for the car industry, right? I mean, so I just I can't continue it feels like, but maybe it will.

我说，这不对。我们售出了那么多车，你现在就得出去看看。我说，这不对啊，不可能，因为最近太忙了，每天忙个不停，我都没时间统计。实际上，我们正在换我办公室里显示售出车辆数量的电视，因为这太令人兴奋了。我们这一整批车都卖光了，因为我们的场地有一英亩。我这里能停大概40辆车，所以在30天内，我把整个库存都翻了一遍还多，这对于汽车行业来说简直不可思议，对吧？我感觉可能无法继续这样的销售速度，但也许还会继续。

What's your what's not working? Like what's your biggest challenge? I right now, I'm nervous to have anything other than Tesla. My law is almost exclusively Tesla because demand is wonky. Pricing is a little I'm a little more nervous about pricing demand. I mean, there's the saying people don't want an EV. They want a Tesla. And I mean, their market share continues to shrink. And so and to deliver on our vision, we've got to have all of the brands. But again, since we don't use flooring stuff, I can't just buy anything. Why would you use floor? You know, my co-founder and I were just frugal. And we at some point, maybe we will.

你的问题是什么？是哪里出问题了？你目前最大的挑战是什么？我现在有点紧张，不敢拥有特斯拉以外的任何东西。我的业务几乎全是特斯拉，因为需求有点不稳定。定价方面我也稍微有点担心。有人说，人们不想要电动车，他们只想要特斯拉。而且，尽管如此，他们的市场份额还在不断缩小。为了实现我们的愿景，我们必须拥有所有品牌的电动车。但因为我们不用融资采购，我不能随便买东西。为什么你们不用融资采购？你知道吗，我和我的联合创始人都比较节俭。不过也许将来某个时候我们会用。

But so far, it's if nothing else helps me sleep better at night, knowing that we own everything for a better enough. And so but I also think it's a competitive advantage. If you can do it, you know, these, you know, these are margins. Yeah, this episode is also brought to you by stream companies. Stream companies is the type of agency partner that easily becomes an extension of your team fully engaged in the growth of your business. Their impressive team of auto industry and marketing experts dive in to understand your business needs, study the data and provide full media strategies that leverage every channel that is right for your specific business and its goals.

但到目前为止，如果说没有别的好处，至少是让我晚上能睡得更安稳，因为我们拥有了一切，并且拥有得足够好。同时，我也认为这是一个竞争优势。如果你能做到，这些就是利润。这一集节目也由流公司赞助。流公司是一家能够轻松成为您团队延伸的代理合作伙伴，完全投入到贵业务的增长中。他们令人印象深刻的汽车行业和营销专家团队会深入了解您的业务需求，研究数据，并提供全面的媒体策略，利用所有适合您特定业务及其目标的渠道。

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What's the most popular EV with consumers that is not a Tesla? I'd probably say Rivian. And not a Rivian. I mean, technically, Ford's selling a lot of mockeys and Ford lightnings and stuff. And I really like the lighting. I'm not a big fan of the mockey. Why do you like the lightning? I mean, it's an F-150. It's a great truck. It's faster. It's quieter. If you're a farmer or if you're in rural America or whatever, I get it. It's not. EVs are not for everyone.

哪款电动车最受消费者欢迎，但又不是特斯拉？我大概会说是Rivian。不过也不是Rivian。实际上，福特卖了很多Mach-E和Lightning这样的车。而且我真的很喜欢Lightning，我对Mach-E没有什么大感情。你为什么喜欢Lightning？因为它是F-150啊。这是一辆很棒的卡车，它更快，更安静。如果你是农民，或者住在美国的乡村地区什么的，我懂的，电动车并不适合所有人。

That's one of the things I think people expect me to say. And we've had customers that come in and we ask them questions about their lifestyle. And we say, yeah, I don't think it's going to be a fit. And they're kind of shocked, but they don't know what they don't know. Where EV is not for? Right now, I think that's going to change. I think EVs will be eventually for almost everyone. Charging networks and prices. Charging networks increase and charging options increase. Prices go down. It's really a compelling argument.

这是我认为人们期望我说的话之一。我们有一些顾客会来店里，我们会问他们一些关于生活方式的问题。然后我们会说，我觉得这可能不适合你。他们会有点惊讶，但他们不知道自己不了解什么。目前，谁不适合电动车呢？我认为这种情况将会改变。我认为电动车最终会适合几乎所有人。充电网络和价格方面也是如此。充电网络和充电选项增加，价格下降。这真的是一个很有说服力的理由。

But rural America, it's obvious to me why they're not selling. They are driving longer distances. There's not as many chargers. It's also a political thing, I think, in some ways. What do you think about that? What do you think about the politics? It's crazy to me that a car is a political hot button, but it is. I mean, Trump and Vance are talking pretty frequently. It's one of their talking points that they're going to end the EV mandate on day one. I mean, Trump and Vance has got even further to say he's going to end the EV tax credit and replace it with a gas car tax credit, which is kind of, I think, hyperb. I was just trying to get news for that. And let me be clear, I'm not choosing a side on that. It's just interesting to me. I'm definitely a conservative person and have conservative values. But I think that the reality is the gas car industry has been the beneficiary of subsidies for a very long time and still is. And I'm actually not a fan of the government getting involved in that stuff in general. I'm a capitalist. And so the EV mandate, I actually don't like it. I actually think it should go away, which shocks many people. I don't think the government should mandate car manufacturers what you can and can't make and by when.

但是在美国农村，很明显为什么他们不买电动车。他们需要跑更长的距离，充电桩也没有那么多。此外，这也是一个政治问题，在某种程度上我认为是这样的。你怎么看这个问题？你对政治是怎么看的？对我来说，汽车成为一个政治热点真是太疯狂了，但确实如此。特朗普和万斯经常讨论这个话题，他们声称一上任就要取消电动车的强制规定。特朗普和万斯甚至进一步表示，他们要取消电动车的税收优惠，取而代之的是汽油车的税收优惠，我觉得这有点夸张。我只是想了解一下这个新闻。我要说明的是，我并不是在选择立场，这只是让我感到有趣。我自己是一个保守派，有保守的价值观。但我认为，现实是汽油车行业长期以来一直受益于补贴，并且仍然如此。而且我实际上并不喜欢政府干涉这种事情。作为一个资本主义者，我不喜欢电动车的强制规定，我认为它应该被取消，这让很多人感到震惊。我不认为政府应该强制要求汽车制造商在什么时间做什么。

What do you think happens to your business if the EV man goes away? I don't think anything. I mean, that's in 2035 or something in 2013. If there was a new administration and a 108 January first. Well, there's a difference between the mandate and the tax credit. So let's. True. I was. I was actually referring to the tax credit, not the mandate. So it's really interesting. The tax credit. And again, for listeners, mandate is what percentage of cars need to be EVs or meet certain qualifications by 2035. Tax credit, of course, is you buy an EV, you get X amount back in your taxes. It's a new EV, 7500. So a UCDV can be up to $4,000. That's right. Yeah. But there's a number of Republican senators, including the one from Utah, they're trying to get rid of that right now. I don't think it'll happen. And they're calling it the Elite Act. Elite. Elite Act. And I believe it's what's called. And they're saying, hey, rich people don't need more tax breaks. And I get it, an $80,000 Rivian that gets $7,500 off. Yeah.

你认为如果电动车市场消失，你的业务会受到什么影响？我觉得不会有什么影响。我的意思是，那是在2035年的事情，或者说类似于2013年政府换届后的一月一号。有一个区别在于命令和税收抵免，所以我们谈谈这个。确实，我其实指的是税收抵免而不是命令。命令是指某个百分比的汽车需要在2035年前成为电动车或者符合一定的标准，而税收抵免则是指你买了一辆电动车，可以在税收上扣除一定金额。如果是新的电动车，可以抵免7500美元，二手电动车最高可以抵免4000美元。没错。但现在有一些共和党参议员，包括来自犹他州的那位正在尝试取消这一政策。我觉得这不太可能发生。他们称之为Elite Act（精英法案）。他们说，富人不需要更多的税收优惠，我可以理解，一辆8万美元的Rivian可以扣除7500美元。

But the people that are buying Tesla Model 3s for $24,000 that are getting a $4,000 credit, so they can buy for $20,000. They are the middle class. They are a totally different customer than I had two years ago. And they're getting a car that's cheaper to own, cheaper to operate. I mean, consumer reports rated just recently, the number one most affordable vehicle is a Tesla to own and operate. And that's consumer reports. Number two is Buick, by the way. But then it's the usual Swiss specs, Toyota, Honda, Lexus, all that stuff. And so not only are they cheaper to get in, they're cheaper to own. And with everything going up, gas prices, inflation, like, how is that elite? How is that bad? People are getting access. And the $4,000 is used as a down payment. So these folks that can't even qualify for financing now can qualify because they've got a 20% down payment. So what percentage of your customers take advantage of the $4,000 used EV tax credit? A lot. Well, that's because of the inventory I'm carrying on purpose. So I decided late last year to go all in on that. And it was scary. So if I'm sniffing around here, based on my experience, is what I would call you, your business is, or you're you're attracting a lot of those price slash value shoppers can define how everyone.

但许多购买特斯拉Model 3的人，他们用24000美元买车，同时还能享受4000美元的税收优惠，因此只需花20000美元。这样的人都是中产阶级，他们是与我两年前的客户完全不同的群体。他们买到的车不仅便宜，而且使用成本低。根据《消费者报告》的最新评比，特斯拉是拥有和操作费用最便宜的车辆，排在第一位。第二名是别克。接下来是常见的瑞士规格、丰田、本田和雷克萨斯等。所以，不仅购车成本低，使用成本也低。在油价上涨和通货膨胀的情况下，这怎么能说是精英消费或是不好的呢？人们得到了机会。那4000美元的优惠被当作首付款使用，因此那些本来无法获得融资的人现在可以因为有了20%的首付款而获得资格。那么，有多少比例的客户利用了4000美元的二手电动车税收优惠？很多。这是因为我有意增加了库存。我在去年年底决定全力投入这一领域，这其实是个冒险的决定。所以，根据我的经验，我会说，你的业务在吸引很多注重性价比的消费者。

But I always found in every day, what kind of test is this, right? When you carry those types of units, you can find them. It's, I mean, it's instant sellers, those price points nowadays, how for to get. But here's where my, here's my challenge. How are you finding these cars at a pretty decent condition report at that price point? Like this is like, you know what I mean? I'm trying to like, like put the square together. Like you have, you're trying to get these like units that don't need much for conditioning. You're trying to hit under 25 grand price point, and you're trying to make money. Yeah. How are you solving that puzzle? It's really hard. I mean, again, it's all we do. So think about it, you're running your dealership and you only buy and sell essentially one make and model of car. You'd get pretty good at sourcing when you if that's all you did all day, every day.

但是，我总是在每天都在思考，这到底是怎样的考验，对吧？当你携带这些类型的单位时，你就能找到它们。我的意思是，它们现在几乎立刻就能卖出去，那些价格现在很容易得到。但这就是我的挑战所在。你是如何在这个价格范围内找到那些状况还不错的车的？就像，你懂我意思吧？我在努力把所有的拼图拼起来。你在尝试找到那些几乎不需要整修的车，同时还要价格在25,000美元以下，并且还要赚钱。对，这个拼图真的很难解。我是说，这就是我们一直在做的事情。想想看，如果你经营的经销店每天只买卖一种品牌和型号的车，你会对这种来源变得非常熟练，因为这就是你每天都在做的事情。

I mean, I joke that's my, what do you do? I mean, you're the mercy of the market. Like as you can only, you can only buy as many as you can actually find. You're right. There's no used EV factory. You know what I mean? Yep. And also to qualify for the credit has to be older than 2022. So there's a finite number of those in the marketplace. Now, if they if it continues, you'll be able to it's two years older or older. And so once we flip to January, depending on if the law is still there, then 2023s become available. But you're right. And I don't think this is going to it won't last forever. And we sell other cars, we sell model wise all day long that don't qualify. And so it's it's the model three is the only ones that that that qualify. And it's very difficult to source them. And I want to also say a condition report. It's really interesting how they vary. There's super subjective. Oh my gosh, depends on the spectrum.

我的意思是，我开玩笑说这是我的工作，你明白吗？我是说，你完全受制于市场。你只能买到你能找到的二手电动车。你说得对，没有什么二手电动车工厂。你懂我的意思吗？对。而且，要符合贷款条件，车必须是2022年以前的。所以市场上这类车的数量是有限的。如果这个规定持续下去，之后就是两年或更久。如果我们进入一月份，假如法律还在，那么2023年的车也可以符合条件了。但你说的对，我不认为这种情况会永远持续下去。我们也卖其他车，比如Model Y，但它们不符合条件。所以，只有Model 3符合资格，而且这种车源真的很难找。我还想说一下车况报告。真的很有趣，因为它们差异很大，超级主观。天啊，这取决于各种因素。

So I bought below 3.5s only because we study them and look at every picture and go, yeah, that's not it. That's not a two. Well, that's where you can find some arbitrage because not everyone does that. And you can actually arbitrage it. You find something that is improperly inspected. And you, you know, you get that benefit if you can find that in efficiency. And again, if you're all you're doing is looking at Tesla model threes all day long. I can spot a 2.5. That's really a 3.5 because I don't want to that, you know, some dealers watching this sees me at the auction and bids on 2.5. That guy's full of crap. He, he buys stuff. But it's only because I know the certain things that are wrong are minor and minor to fix. It's not just about a cost thing. I want to feel like the car hasn't been beat the crap before I got it. You know, I just person again, put myself in the car buyer shoes. I don't really, I know what the car looks like now because you've reconditioned it. But what did it look like when it showed up? Yeah.

所以我只买低于3.5的车，因为我们研究这些车，每看一张照片，就会说，这不是它，评分不可能是2。所以在这里你可以找到一些套利机会，因为不是每个人都这么做的。而你实际上可以通过套利获利。你发现一些被错误检查的车，然后如果你能发现这种效率差，你就能获得这种好处。再说了，如果你整天看特斯拉Model 3，我能分辨出一个真正值3.5的2.5分的车。我不希望一些看这个视频的经销商看到我在拍卖会上出价2.5分的车，以为我在胡说八道。他可能觉得我买的东西不值，但我只有因为知道有哪些小问题是容易修复的。这不仅仅是成本问题，我希望车在我之前没有被糟蹋过。我把自己当成买车的那个人来看，虽然我知道经过重新调校后车现在看起来是什么样子，但我也想知道它到手时是什么样子的。

So then going back to my question, right? Yeah, use EV tax credit goes away tomorrow. 50% of your business down. 20%. I hope not. What do you think? So we've grown every month for the last five years, every month, and both in top line and bottom line. And so the tax credits only existed since January.

那么回到我的问题，对吗？如果电动车税收抵免明天取消，你的业务会减少50%吗？20%呢？我希望不会。你怎么看？我们在过去五年里每个月都在增长，无论是营收还是利润。而且这个税收抵免仅仅是从今年1月才开始实施的。

And so I'm going to be carrying other plug-in hybrids, other makes, other models that are continuing to get more affordable. And so because it's still a 20, if it's a without the tax credit, it's still a $25,000 car, which is extremely competitive. It's not a $21,000 car. Yeah. More. But yeah, no, I think, I think a lot of dealers that don't have an all in viewpoint and are just kind of quick cash turning them, they're going to be kind of left holding the bag in January if things change. And so, but I, I, it's been very good for us, for sure. No doubt.

所以，我将会提供其他品牌和型号的插电式混合动力车，这些车的价格也在变得越来越实惠。即使没有税收抵免，它的价格仍然是25,000美元，这在市场上非常具有竞争力。虽然它不是21,000美元的车，但仍然是一个不错的选择。但是，如果一些经销商没有一个全盘的视角，只是想着快速赚钱，那么如果1月份市场发生变化，他们可能会陷入困境。不过，对我们来说，这个策略目前非常顺利，毫无疑问。

Tell me, tell me about the politics of your customers. Like, it used to be, again, based on the data, right, that EVs attracted more of kind of the left. And then Elon Musk became a big proponent of EVs and sort of polarized the left. And you know, you could argue that maybe now it's attracting a little bit more of the right. You can argue that both sides.

告诉我，告诉我你的顾客们的政治倾向。以前，根据数据，电动车更吸引左翼的人。但是后来埃隆·马斯克成为电动车的大力支持者，这在某种程度上使左翼产生了分歧。你知道，现在你可以说电动车可能更吸引右翼的人。你可以说两边都有这种情况。

But the point is like, there's no doubt about it that EVs have really grown tremendously in states like California, where you have more, you know, left-wing population. I'm curious though, in your dealership, right? Do you notice like trends with political views, with your customers? Have you seen any distinction recently, changing maybe in behavior? Just give us a little of that anecdotal insight from the ground floor.

但重点是，毫无疑问，电动汽车在像加利福尼亚这样的州有了巨大的增长，因为那里的左翼人口更多。不过，我很好奇，在你们的经销店里，你是否注意到顾客的政治观点有什么趋势？最近有没有观察到行为上的变化？能不能从实际操作层面给我们一点见闻？

Yeah, it's another one of the crazy variables in my business that I don't think any other car businesses. By the way, you mentioned that you have sort of conservative views. And I would like to think that most of your customers probably have different views, right? So all these things go through my mind. I'm asking you questions right now, as if I'm like an investor or something, I'm just curious. But what's that dynamic like in store? Are people buying from you all left-wing liberals, right, when conservatives? Like, what's going on?

是的，这是我业务中另一个让人头疼的变量，我觉得别的汽车生意不会遇到这种。顺便提一下，你提到你有点保守的观点。而我觉得你的大部分顾客可能持有不同的观点，对吧？所有这些问题都在我脑子里转，我现在问你这些问题，就好像我是个投资者或者什么的，我只是好奇。但在店里是什么样的动态呢？买车的人都是左翼自由派，还是右翼保守派？情况怎么样？

Yeah, you must not know much about Utah, man. I mean, it's the reddest of red. It's very conservative, very Republican, dominant. So who's buying the EVs? So both, I'm seeing customers that because, again, I think for most people, the other variables that EVs present, especially now that affordability is becoming, and they're seeing them pop up on their streets, they're not thinking about that other as much. So, but I have a customer that they were only going to buy a Ford. They refuse to support Elon Musk. They wanted an EV, but they refuse. They were getting a Ford, they were getting, and they don't want to look at anything related to Tesla. That's pretty unusual. That's unusual. Yeah.

是啊，你可能对犹他州不太了解，老兄。我是说，这里可是红得发紫的地方，非常保守，非常支持共和党，占主导地位。那么，谁在买电动车呢？其实两方面都有，我看到的顾客因为其他因素选择电动车，特别是现在电动车价格变得更实惠了，他们也在街上看到越来越多的电动车，不再过多考虑其他因素了。不过我有一个顾客，他们只考虑买福特的电动车，拒绝支持埃隆·马斯克。他们想要一辆电动车，但坚决不碰任何与特斯拉相关的东西。这还是挺少见的，确实不多见。

But Utah's its own unique state for a lot of reasons. I can tell you that when I post on different social media channels, the comments that I get, depending on the platform, which is demographic associated, are very different. So I get a lot of EV hate, for example, in Facebook comments. Really? That hate EVs that hate, you know, have all kinds of crazy things they're saying and anti-anti-anti, but if I'm on, maybe, say, Instagram or Twitter and mostly TikTok, they're generally more positive. TikToks actually kind of goes back and forth.

但是，犹他州因为很多不同的原因而显得独特。我可以告诉你，当我在不同的社交媒体平台上发布内容时，根据平台的用户群体不同，我收到的评论也非常不同。比如，在Facebook上的评论中，我会遇到很多对电动汽车（EV）的负面评论。真的，这些人讨厌电动汽车，说的很多都是一些疯狂的反对言论。但是，如果我是在Instagram、Twitter，特别是TikTok上，评论普遍更加正面。TikTok上的评论有时候也会反复。

What are some, like, give me three tips for the average dealership that, or how could the average dealership sell EVs in a better way? Yeah. So the first tip, and this is a scary and hard one, is either be all in or all out. You've got to dedicate one or two people that only sell EVs. You've got to have a couple of charts. I don't think it's that scary. I mean, all AIN could mean many different things. But if you're just saying have, like, someone who's an EV specialist on the team, I think that makes perfect business sense. Just the ones I've talked to, that person will feel alienated. They want to have access to all the inventory because they've only got 10 cars to sell and there's 300 cars on the lot. Okay. So it's not, again, just talking to my guests. Yeah. You've got to build a right and set up plan for sure. Yeah. And I also think that you have to give the consumer confidence that you're a good resource. You're going to have answers to questions. You're going to have some selection too. That's the other thing, especially new car dealers. They're not going to source a whole bunch of different kinds of used EVs. They're going to mostly just have new EVs that are associated from their manufacturer and then the trades that they get. Yeah. By the way, that's different. I think having a single person for new EVs, you know, or consistent supply. Yeah. Yeah. I don't know. I could understand having a specialist on the, maybe on all the use side. Well, that's, I mean, so that's decide how you're going to be all on. So you're basically saying you need to invest a resource staff. Someone who's really knowledgeable about these vehicles. Or wait, wait, wait for the market to kind of start to become more obvious.

平均的汽车经销商应该怎么更好地销售电动汽车？给我三个建议。首先，这个建议虽然听起来有点吓人，也有点难，但你要么全力投入，要么完全放弃。你应该专门安排一两个人只负责销售电动汽车，并准备一些相关的图表。我觉得这并没有那么吓人。全力投入可能意味着很多事情，但如果你只是想要团队中有一个电动汽车专家，我觉得这从商业角度来看非常合理。只是，据我所知，这样那个人会感觉被孤立了，因为他们只能销售那几辆电动车，而场上还有300辆其他车。 对了，这只是和我的客人讨论的结果。你必须制定一个正确的计划，确保一切安排妥当。此外，你还要让消费者相信你是一个可信赖的资源。你有问题的答案，也有一些选择。这一点尤其针对新车经销商而言，他们不会采购很多不同种类的二手电动车，主要还是新车以及他们得到的交易车辆。 顺便说一下，拥有一个专门负责新电动车的人，或者有持续供应的新车，这也是很重要的。我可以理解在二手车部门也有一个专家。你需要决定如何全力投入，基本上就是说你需要投资资源，安排专业人员，或者等市场更明显起来。

The second tip is, and this is really cliché in lane, but you're asking what we do, I think, what I've learned. Yeah. You know, you're going to have to abandon, I think, a lot of the traditional sales tactics. Why? Do you think that's just like you, your personality? By the way, I'm not, I'm not defending any sales tactics. I could like, there can be traditional high pressure, low pressure, whatever. I'm just trying to understand like, what's the traditional sales tactics? Let's put a high pressure on the side. Okay. Right. Let's not focus on high pressure. That's clearly a sales tactic. Let's talk about, you know, go on dealerator, find the top rated sales person at the Toyota dealership in Philadelphia, whatever. Okay. Right. I'm sure there's no what they're doing. And I doubt their high pressure if they're the top rated sales person out of the company, I would have to assume they have a great way with customers. Right. Dude, are you saying this? That, what I'm saying is, you're asking me how we're successful. And I'm just saying it's hard for some of these places to unwind some things that I think we don't do that make us successful. So I'm trying to give you actionable advice from my experience. If I'm running and owning a big dealership that's been around for a long time, and I'm trying to join the EV market, I think maybe that's more of what you're saying. Yeah, I think whatever's actionable for actual dealerships. Okay. So if you, if you have some commitment to it, so you've got somebody that really understands the cars, they drive them, right? Their daily driver is one of these. So they really understand the features. They know the different self-driving types. They know information about batteries and things like that. I think that's going to help a lot. Okay. I think understanding charging is really important. To one of your questions earlier, they did we didn't quite get to, you know, if you live in an apartment or a town home or somewhere where you don't have a garage, it becomes charging becomes more of an issue. So having a solution for people like that, understanding what the charging network is like around you, understanding what their driving habits are, and having an in-house option for a charger.

第二个建议是，这在销售领域听起来或许有些陈词滥调，但你问的是我们的做法，以及我学到的东西。是的，你可能需要放弃很多传统的销售策略。为什么呢？你觉得这只是你的个性使然吗？顺便说一句，我不是在为任何销售策略辩护，无论是传统的高压、低压销售。我只是试图理解，什么是传统的销售策略？我们先把高压销售放一边，好吗？不要专注于高压销售，那显然是一种销售策略。让我们谈谈别的，比如说，上“Dealerator”网站，找到费城丰田经销商里评分最高的销售员。我相信他们知道自己在做什么。而且如果他们是公司里评分最高的销售员，我敢肯定他们和顾客相处得非常好。你明白我的意思吗？我想说的是，你问我是怎么成功的。我只是说，很难对某些旧习惯进行改变，而这些习惯正是我们不做而使我们成功的。所以我试着从我的经验中给你一些可操作的建议。 如果我在经营一家老牌的大型经销商，并试图进入电动车市场，我想你可能更多是在问这个问题。那么，任何对经销商有用的建议都可以。如果你有某种承诺，让某个人真正了解这些车，他们每天开这些车，所以他们真的了解这些功能，知道不同的自动驾驶类型，了解电池方面的信息等等，我觉得会有很大的帮助。了解充电是非常重要的。回应你之前提到的一个问题，如果你住在公寓或联排别墅，没有车库，充电就会变得更麻烦。所以拥有一个为这类人群提供解决方案，了解你周围的充电网络，了解他们的驾驶习惯，并有一个内部的充电选项，会非常重要。

I mean, one of the things that we do that people are shocked and love is we'll have a certified electrician at your house within 36 business hours to install a level two charger for 1500 bucks. That includes the charger and the electrician. Wow. And you've got a gas station in your garage, and you never have to worry about charging. You only have to think about charging on trips. But that's for people that own a home or have a garage. But what I'm seeing, again, if you know that and you can speak to that and you've got the, you make it easy for them to take charging out of their concerns, that makes them a lot more likely to buy. Yeah. So having the proper response to the questions that I would expect, charging, you know, range anxiety, just having, you know, some good rebuttals to actually educate the customer and answer those questions. And then battery is the, is the people have lots of questions about, you know.

我指的是，我们做的一件让人们感到惊讶和喜爱的事情是，我们会在36个工作小时内派一名认证电工到你家里安装一个二级充电器，价格是1500美元。这包括了充电器和电工的费用。哇，这样你在车库里有了一个加油站，再也不用担心充电了。你只需要在旅行时考虑充电问题。不过，这适用于有房子或车库的人。但我发现，如果你知道这些并能进行解释，让他们不再担心充电问题，这会大大增加他们购买的可能性。对常见问题如充电和续航焦虑有恰当的回答，提供有效的反驳来教育顾客并解答他们的问题，这非常重要。此外，电池方面人们也有很多问题。

But what should you know about the battery and how can the average dealer know about like, what would you do? Just, I mean, there's some really good data out there that's unbiased from parties that are unrelated to EVs that talk about, you know, how long EV batteries are lasting. That's the biggest one because they're right. You know, when a battery goes out, it's very expensive, very expensive. And by the time it goes out out of warranty, because all the battery warranties are over 100,000 miles before a battery is out of over 100,000 miles. And what's the average warranty? It's like eight years, 120,000 is pretty average, I think, for a, for a battery warranty, which is a long time. But still, you know, your nine years, 130,000 miles into it, and you've got a $16,000 repair bill, devastating, right? Devastating.

但是你应该了解电池的哪些信息？普通经销商又如何能够掌握这些信息呢？其实，有很多非常好的数据来源，它们是来自与电动车无关的第三方，并且相当公正，讨论了电动车电池的使用寿命。这是最重要的一点，因为他们是对的。当电池坏了，更换费用非常昂贵，非常昂贵。而等到电池坏掉的时候，通常也已经过了保修期，因为所有的电池保修都超过了10万英里。一般的保修期限是多久呢？我认为针对电池的保修期限通常是8年或12万英里左右，这已经是很长的时间了。但是，即便如此，如果你的电动车已经使用了九年，行驶了13万英里，而你还需要支付一笔1.6万美元的修理费，那可真是令人崩溃，对吧？令人崩溃。

So, so there's two ways around that. One is there's a recent study that came out and I'm going to paraphrase. So, because I don't know the exact number, but they, they took a meaningful number of EVs since 2011 and analyzed their battery health. Okay. And, and they found that the vast majority of batteries that failed were older than 2016. And when I say vast majority, I'm talking somewhere in the 90th percentile or more. So, like a certain cohort of batteries. Just old technology, right? Yeah. And up the total amount. With this only Tesla or all, all EVs. And the total amount that batteries that have failed since 2011, I want to say it was in the like, I'm going to butcher this. It was single digits. How about that? Total, all batteries in the last 13 years. Okay. Have, have had significant issues. But ones that were out of warranty, like I said, were, were low, low single digits. So, the likelihood of it happening, I've sold over a thousand Teslas. I've only had two batteries, three, three, but I just had a recent one that went viral on, on social media. I've only had three that I know of. Two of them were in my possession. One of them happened to a customer after we sold it to them. And the reason it went viral is because I immediately took car back. I immediately refunded it as money. Yeah. Even though I didn't have to do any of that. I mean, it was, as is, he was gone. He'd been gone for days. So anyway, if you can understand those three things outside of changing the experience, you're going to, you're going to be better at, at selling EVs for sure.

因此，有两种方法可以解决这个问题。第一点是最近有一项研究，我会简单概述，因为我不清楚具体的数字。他们从2011年开始统计了一个有意义数量的电动车（EV）并分析其电池状况。他们发现绝大多数出现问题的电池都在2016年以前生产。所谓“绝大多数”是指90%以上的比例。因此，这些电池属于某个特定的技术年代，也就是较老的技术。 是不是只涵盖特斯拉？不，是所有电动车。自2011年以来，故障电池总数，我记不清具体数字了，但大概是个位数，总之是个位数。过去13年里所有电动车电池，总数上出现了严重问题的电池。那些已过保修期的电池，故障率是很低的个位数。 我已经卖出了超过一千辆特斯拉电动车，那些有明显电池问题的只有三块。我特别提到这次是因为其中一块电池最近在社交媒体上火了。总的来说，已知的只有三块出问题的电池，其中两块是我掌握的，另一块发生在客户手中，当时我们已经卖出去了。这次的问题成为热门，是因为我立即回收了那辆车并退款给客户，即便我不需要做这些，因为合同已经说明，车辆出手后一切责任自负。 所以，如果你明白这三点并改变你的体验，你在销售电动车方面会做得更好。

All right. So tell me, are there any opportunities in EV service that many aren't thinking of? What are the results? Yeah, there's huge opportunity, which is interesting, because one of the selling points is that EVs don't require service like gas cars do. And that's true. But they still require tires. And at some point, they require brakes. And there are things that go wrong. Door handles and touch screens and things like that that aren't catastrophic, but are a pain. Yeah. Yeah. That's a, yep. That's a big one. It's a big deal. And some of the model threes that are older, it is. So you can't talk out of both sides of your mouth. They don't, they do. The opportunity is right now specifically with Tesla, which is, you know, what most of my thinking is around. It's like two months out in Utah to get a service appointment. I know I have a customer just today.

好的。那么告诉我，有没有哪些关于电动车服务的机会是许多人没有想到的？结果呢？是的，有巨大的机会，这很有趣，因为电动车的卖点之一是它们不像汽油车那样需要维修。这没错。但它们仍然需要轮胎，并且在某些时候，需要更换刹车。而且有些东西会出问题，比如门把手和触摸屏，这些问题虽然不严重，但很令人头疼。嗯，没错。这是个大问题。对于一些较旧的Model 3车主来说，确实如此。你不能既说它们不需要维修，又说它们需要维修。机会就在眼前，特别是对于特斯拉，我的大部分思考都是围绕这个。在犹他州，预约特斯拉的维修服务可能要等两个月。我今天就有一个客户遇到了这种情况。

They told him September 25th is the soonest they can get him in for something simple. And so that right there screams entrepreneurial opportunity. And so our next location is got a four bay dedicated EV service center that that's all they'll do. And so I think if you want to dedicate the challenges is you've got to have different equipment, you got to have different certifications. And one of the things I've learned in working with some of our service partners, a lot of their people that have been in that industry, they don't want to, they don't want to mess with them. They don't want to learn new stuff. They don't want to deal with new equipment.

他们告诉他，最早也要到9月25日才能安排上一个简单的预约。这说明这里有一个创业机会。所以我们的下一个地点将是一个拥有四个工位、专门用于电动车服务的中心，他们只做这个。我觉得如果你想专注于此，挑战在于你需要不同的设备和认证。我在与一些服务合作伙伴合作中学到的一点是，很多在这个行业待了很久的人，他们不想改变，不想学新东西，也不想处理新的设备。

And they're super busy doing gas car repairs. And so you've got to kind of find the right person and the right structure and invest in the right equipment. But I mean, the model why is the number one selling car in the world. It's number four selling car in America. So if you're just an entrepreneur, you see that there's going to be more and more of those on the road over time, they're going to need to be repaired. And so I think it's crazy. And what do you think dealers could do like specifically to attract that customer? Hmm. Well, I mean, got a lot of people know you can do that work because people call us all the time from other brands.

他们非常忙于修理汽油车。因此，你必须找到合适的人选和结构，并投资合适的设备。不过，我的意思是，Model Y 是全球最畅销的汽车，也是美国第四大畅销车。所以，如果你是个企业家，你会看到这种车在路上会越来越多，它们将需要维修。因此，我认为这是一个很好的机会。你觉得经销商可以做些什么来吸引这些客户呢？嗯，我的意思是，要让更多人知道你能做这些工作，因为人们经常从其他品牌打电话给我们。

We service model wise. Yeah. Yeah. Or Chevy bolts or whatever. Because even the dealers, the other dealers, this is anecdotal. They don't love working on them. Again, it's just not it's not in the normal flow of everything that you want. Also, it's a lower ticket. It's a lower RO. Can be what's the most profitable part of service, parts of your labor? Labor. That's right. And so electric vehicles don't use a lot of parts, but they use more labor. So the margin on the service work is actually really good. Yeah.

我们按照车型提供服务。是的，是的，无论是雪佛兰Bolt还是其他什么车型。因为即使是其他经销商，这只是个别情况，他们也不是很喜欢维修这些车。毕竟，这不在他们日常工作范围内。另外，这些车的维修费用也比较低，工单金额较小。其实，服务中最赚钱的是什么？是人工劳动，对吧。电动车虽然不需要很多配件，但需要更多的人工劳动。因此，服务工作实际上利润还是很不错的。

And so anyway, we're investing heavily in that. And I think you should have at least one day and give it a shot if you can get your people to buy in on it. Somebody and not to stereotype, it's some younger mechanic or whatever that thinks they're cool. Like get them the training, get them the right equipment, start to get the word out that you you've got expertise and you service those in lane four. And that's I think you'll have demand. I really do. But we're obviously doing only that. And then I'm also getting ready to launch the second cyber truck that I'm tricking out with a why do you do that? Yeah.

总之，我们正在大力投资这方面。我认为你至少应该尝试一天，如果能让你的员工接受的话。找一个年轻一点的技师，不想刻板印象，但比如觉得自己很酷的那种，给他们培训，提供合适的设备，开始宣传你们在四号车道有专长并提供服务。我真的觉得会有需求。当然，这只是我们正在做的其中一部分。我也在准备发布第二辆经过改装的网络卡车。你问为什么这么做吗？是的。

Is that like just you do it for fun or is there like a no business reason for that? Like what's one, two, three, four, five, I've got five crazy rap TVs that drive all around Salt Lake. Okay. And why do you do that? You see them, you notice them. They stand out. Okay. And that's your marketing. It is. I mean, you are spending on marketing. That's right. That's right. Unconventional. Wait, that's right. When you asked me the question, I had to think about that. I'm like, give away all this swag and I do my cars and stuff. But it's not, most people don't, they're talking our traditional advertising in the car business, right? And here's non-traditional. I just offer to my customers, if you'll let me, I will pay to wrap your car and give you a monthly stipend.

这是说你纯粹为了好玩，还是有商业原因？比如，我有五辆在盐湖城到处跑的疯狂广告车。好吧，那你为什么这么做呢？因为人们会注意到它们，它们很显眼，对吧？这就是你的市场营销手段。没错，这是在做营销，没错。是个不寻常的方式——等等，没错。你问我这个问题时，我还得想一想，我还免费送各种纪念品，用我的车做广告什么的。不过，大多数人在汽车行业都在讨论传统广告方式，而这是非传统的。我只是向我的客户提供一个选择，如果你愿意的话，我会出钱包裹你的车，并每月给你一笔补贴。

And I've had three in the last 24 hours that are like, I'm in. So my vision is to have these actually a dealer that's like 10 minutes away from where we're sitting right now. That is notorious for that, by the way. Are they cool? No. Okay. They're not cool. Yes. I mean, you've seen our wraps. And the wraps are really on. Yeah. No, ours are like, but they're like 10 minutes. I noticed for five, because we've got you. I'm going to drive by. I'm going to drive by. So we're doing like, cover changing chrome and just really cool covers. So, so having those all out on the road, but I'm buying a cyber truck that we're going to wrap crazy with this custom trailer.

在过去的24小时里，我已经有三个人表示他们加入了。所以，我的愿景是，在离我们现在坐的位置只有10分钟车程的地方，找一家经销商。顺便说一下，那家店很有名。他们很酷吗？不。他们不酷。你见过我们的车身改装吗？这些改装真的很棒。对，我们的改装就像，他们离这里就10分钟。我注意到五分钟就到了，因为我们有你。我会开车过去看看。我们正在进行一些铬覆盖的改装，还有一些很酷的车身覆盖。所以，当所有这些车开到路上时，我将买一辆网络卡车并对其进行疯狂的改装，配上一个定制拖车。

And that's going to do mobile service. We're committed to growing. I mean, we've said from day one, like we're all in. And our goal is to be the largest seller of UCDs in the world. How many co-founders is it? Just Logan and I. Yeah. We started the business five years ago in December, which feels like dog years. And so, you know, I mean, really, it's five years is a long time for this.

这将用于移动服务。我们致力于不断发展。我是说，从第一天起，我们就全力以赴。我们的目标是成为世界上最大的 UCD 销售商。有多少创始人？就只有 Logan 和我。是的。我们在五年前的十二月创办了这家公司，感觉像过了很久。所以，你知道，我是说，五年对这行业来说确实是很长的时间了。

So before we wrap up, I'm going to talk about your vision. Tell me just a little bit about the market right now, like, just pulse of the market. What are you seeing? Where price is heading? Just give us a little intel. It's a mark. Yeah, it's constantly, it depends answer because from brand to brand and model the model, it's a different answer. And also part of the country. And again, that's why it's such a scary, exciting, it's very difficult to predict. But the news constantly says, you know, EV sales down, they've got to understand that the trend line is still up and to the right. And I absolutely believe that's going to continue.

在我们结束之前，我想谈谈你的看法。你能简单说说目前的市场情况吗？比如，市场的动态是怎样的？价格走势如何？给我们一点资讯。这是个复杂的问题，因为不同品牌和型号的情况各不相同，而且还要看所在地区。因此，这也是为什么市场具有如此不确定性和吸引力的原因，很难预测。不过，新闻总是说电动车销量下降，但大家要明白，整体趋势依然是向上的。我坚信这一趋势会继续。

I've never thought it's going to be like this. I've always thought it's going to be like this, which again surprises a lot of people. And if you look at that market, it's going to continue to get bigger. It's going to be a large market down the road. And I said earlier, an EV isn't for everyone, but as prices go down, as choice goes up and as charging becomes more available, more and more people are going to want them and get them.

我从来没想到事情会变成这样。我一直以为会是这样，但这再次让很多人感到惊讶。看看那个市场，它会继续扩大，将来会成为一个巨大的市场。正如我之前所说，电动车并不适合所有人，但随着价格下降、选择增多和充电设施变得更加普及，会有越来越多的人想要并购买电动车。

What EVD drive? I drive the Cybertruck as my daily drive. Your Cybertruck daily. Yeah. But I mean, I, that's what I drive because mostly I want it seen everywhere. Is it worth the hype to Cybertruck? It's so fun, dude. It's so fun. I mean, it's, it's, it's actually a pretty good truck. I mean, you know, the closed tonneau cover, I throw crap in there, I close it down, I can take stuff. It's quiet. It's comfortable. It's fast. It's fun. It's just fun. I brought me out the right person to ask.

什么是EVD驱动？我每天开赛博卡车。您的日常赛博卡车。是的。但我的意思是，我开这个车主要是想让它到处都被看到。赛博卡车值得炒作吗？太好玩了，伙计。真的很好玩。其实，这是一辆相当不错的卡车。你知道的，有封闭的货箱盖，我把杂物放进去，关上盖子，就可以带着东西走。它很安静，很舒适，也很快。真的很好玩。我可能是问对了人。

Yeah, you know, yeah. But they're definitely from a marketing car. They couldn't ask for anything better. So the market, I think is going to continue to grow with depreciation and stuff. I think the heavy depreciation has is built into most of the cars that are out there. The challenge is, as manufacturers are still coming out with EVs that are way too expensive. I mean, even an example, we just started selling Volvo EVs.

是的，你知道的，是的。但从营销角度来看，他们确实没什么可挑剔的。所以我认为市场会继续增长，即使有折旧之类的问题。我认为大多数现有的汽车已经考虑了较大的折旧。挑战在于，制造商们仍然在推出价格过高的电动汽车。举个例子，我们刚开始销售沃尔沃的电动汽车。

I can buy a 2023 Volvo that's the highest trim level package that has 7,000, 9,000 miles on it, 5.0 condition to your clean title, clean car facts and sell it for $30,000 less than a new one because of that in crazy depreciation. Because that car's way overpriced at $68,000 or whatever it is. No way. It's a great car though. It's a Volvo. It's really nice. It's really well made. But people will pay 35 for it. They won't pay 65 for it. And so the challenge is, is they all are losing money on these cars. So you're trying to get them to lower the price.

我可以买一辆2023年的沃尔沃，最顶配版本，跑了7000到9000英里，车况良好，拥有干净的车主记录和没有事故的车况报告，然后以比新车低3万美元的价格卖掉，因为它的贬值太严重了。因为这辆车售价68,000美元左右，实在是太贵了。虽然这是辆好车，毕竟是沃尔沃，质量很好，但人们最多肯为它支付35,000美元，而不会支付65,000美元。所以问题在于，这些车都在亏钱。你得试着让他们降价。

Yeah. But Tesla lost billions for years. So these CEOs, I think they can just come in and slap a battery on something and then have Tesla margins are finding out the hard way. Yeah. That's not. I mean, it's more that it's technology. It's, you know, manufacturing, manufacturing, production, sourcing. Man, it's been really fascinating. Tell me about what's your grand vision? Like, what's the goal here? Okay, great. You have Evie Carlisle about to have two, five years, 10 years. What's the big vision? Yeah. So when we decided to switch from the marketplace to the dealership and go all in, we decided at that exact time that if we were going to do it, it was the go big go home. It was reinvest, reinvest, risk, risk, all chips in the middle and continue to do that in order to achieve the goal of being the largest seller of used EVs in the world, which is in the world.

对啊，但特斯拉亏损了很多年。这些 CEO 们以为他们可以随便装个电池，就能享有像特斯拉那样的利润，但他们现在会发现事情没那么简单。这不仅仅是技术问题，它涉及制造、生产、采购等。真是让人着迷。跟我说说你的宏大愿景是什么？目标是什么？好的，你要做电动汽车大卖场，未来两年、五年、十年会是什么样子的？大的愿景是什么？ 是这样的，当我们决定从市场转向全力经营经销商时，我们就下定决心，如果要做，就要么不做，要做就做到最大。我们采取了再投资、冒风险、全力以赴的策略，一直这样做，以达到成为世界上最大的二手电动汽车销售商的目标。

So I plan to go to Europe at some point because EVs are one of the cars of that. Yeah. And so we've got location two, we're in negotiations on location three, we're adding service, we're adding mobile service. I'm also adding collision repair. We're going to do a collision repair center. Total vertical integration where we can handle everything from sales to service to repair and make it the best experience they've ever had. Our reviews, it's somebody's going to write a bad review that didn't buy a car for me. Yeah, I'm gonna look up your resource. Go look at them. Go look at them. I want you to go look at them and read them.

所以我计划在某个时候去欧洲，因为电动车是那里的一种重要汽车。是的。目前我们已经有第二个地点了，正在谈判第三个地点。我们在增加服务，包括移动服务。我还在增加碰撞维修服务，我们打算建一个碰撞维修中心，实现全面的垂直整合，从销售到服务再到维修都能处理，给客户提供他们从未有过的最佳体验。我们的评价，有些人会写差评，但他们没有从我这里买车。是的，我会查找你的资源。去看看吧，我希望你能够去读读那些评价。

Yeah. I mean, you go to Google and type in EV Auto Utah. They're probably all fake. They're all look at the multiple paragraphs that people write. It's crazy. No coaching. Yeah, you look at it. So as long as we can grow and have, I'm going to lose it the first time we get a non perfect review. We've got 100% perfect reviews. It's going to happen.

是的。我是说，你去谷歌上输入“犹他电动汽车”，那些评论可能都是假的。看看大家写的那些长篇大论，太疯狂了，没有任何指导。对，你看看。所以只要我们能继续发展并保持，我第一次看到不完美的评论可能会崩溃。我们现在有100%的完美评论，但总有一天会遇到差评。

Oh, wow. 5.0. Perfect. Every route. And our whole culture is around making sure that that, I mean, we've got 10,000 reviews. It's very impressive, man. That's not easy. It's not. And we've had to, we've been tested a number of times like, okay, here's a chance for us to test. Do we really, are we really different? Are we really willing to do what we say? And it's hard, but we've always done it. We always will do it as we grow.

哦，哇。5.0分。完美的。每一条路线。而且我们的整个文化都围绕着确保这一点。我是说，我们有一万条评价。这非常令人印象深刻，伙计。这并不容易。确实不容易。我们多次面临考验，比如这是一个机会来测试我们是否真的与众不同，我们是否真的愿意履行自己的承诺。虽然很难，但我们一直做到了。随着我们的成长，我们也会一直做到。

And so, we have plans to go into every major EV-centric area in America and open a totally different vibe, a totally different look, a totally different feel. They work with one person. They can be in and out of there in 20 minutes if they want. It's all digital. There's no pressure front end. There's no pressure back end. It's fun to buy a car. And buying a car used to be fun. It should be fun. And it's still fun in a lot of places.

所以，我们计划进入美国每个主要的电动车集中区域，开设一家完全不同氛围、完全不同外观、完全不同感觉的店铺。客户只需与一位工作人员打交道，如果愿意，他们可以在20分钟内完成所有手续。这一切都是数字化的。没有前期的压力，也没有后期的压力。买车应该是件有趣的事情。过去买车是很有趣的。在很多地方，现在买车依然很有趣。

But most of the time, I think if you ask people, do you, is it fun to go buy a car? Most people hate it. They hate buying a car. And so if we can change that and provide good value, I think we can grow. And honestly, I'm talking to a bunch of big dealer groups. I want to partner with dealers that are deeply ingrained in their market because the business model is really smart.

但大多数时候，我认为如果你问人们：“买车有意思吗？”大多数人会讨厌买车。他们讨厌买车。所以，如果我们能改变这一点，并提供良好的价值，我认为我们可以有所发展。说实话，我正在与一些大型经销商集团谈话。我想与那些在他们市场中根深蒂固的经销商合作，因为这个商业模式真的很聪明。

You've got all these gas car dealerships, right? And they're getting trades, they're selling cars, and they know they kind of want to play, but they don't really know how you could drop an EV auto right in the middle. Now we can take all their trades. And by the way, I get lots of really good gas car trades. I can send those out to you. And you've got a place to point people that doesn't compete and feel like it's overlapping with your other brands and fighting your other brands.

你看，现在有这么多卖燃油车的经销店，对吧？他们在做二手车交易，也在卖新车，他们知道自己想参与电动汽车市场，但其实并不清楚怎么做。现在我们可以直接投放一款电动汽车进入市场。而且我们能接手他们所有的二手车。而且顺便说一句，我这儿有很多非常棒的二手燃油车，可以发给你处理。你也有了一个推荐给客户的地方，这不会和你其他品牌产生竞争或冲突。

But they have to believe in doing things different. This is not going to be Joe's EV auto or Jane's EV auto, whatever the brand is. It's going to operate differently than all the other locations. So whether they're a big dealer or a small dealer, I'm talking to them and trying to find them because, you know, for my franchising background, if you can find somebody that's really deeply ingrained in a market that really knows it, that really understands it and be very picky about them.

但他们必须相信要与众不同地做事。这不是乔的电动汽车或简的电动汽车，无论其品牌是什么。这将以不同于其他所有地点的方式运作。所以无论他们是大经销商还是小经销商，我都在与他们交谈并努力找到他们，因为就我在特许经营方面的背景来说，如果你能找到一个真正深入了解市场的人，真正理解市场的人，并且对他们非常挑剔，那么就会成功。

Yeah, you'll be able to go into a market and do really well. So that's the plan. Well, I love to hear it. As we wrap up any closing thoughts, anything you want to leave with the audience with anything? Oh, man. You know, again, I'm just want to make sure I'm obviously really excited and have a lot of energy, positive energy. But it's been an entrepreneur, man. It's tough, scary. I mean, it's, it's, you know, I turned 52 weeks ago. It's not the optimal time to start a new business, kind of starting to wind down. You turned 52 weeks here. Oh, wow. Yeah. That's an age that feels real. Yeah. Like, whoa.

是的，你将能够进入市场并取得非常好的成绩。这就是计划。嗯，我喜欢听到这个消息。在我们结束之前，有没有什么要补充的，或者说有什么想对观众说的？ 哦，伙计。你知道，再次强调一下，我显然非常兴奋，充满了正能量。然而，成为一名企业家确实很艰难，令人害怕。我几周前刚满52岁，这不是开始新业务的最佳时机，我正逐渐放慢脚步。 你52岁了，哇，这个年龄感觉真的很真实。就像，哇。

But we're having fun. It's so fun. Car business is really fun, man. I mean, I've never been involved before, but it is a blast. It is fun seeing people, you know, get out, drive away and wave and have fun and and so on. I love sales. If you're not your car, you're always into it. But I'm grateful. I'm grateful. I mean, this is a big deal for me to come on. Super passionate. It's great. I mean, yeah, that's for sure. But we've got, you know, this amazing team that we just, we just need to get your daughter to get an evening.

但是我们很开心。这真的很有趣。车行的工作真的很有意思，伙计。我的意思是，我以前从没参与过，但这真是太棒了。看到大家上车、开车离开，挥手、享受乐趣，真的很开心。我喜欢销售。如果你不是对车有特别的兴趣，你总会投入其中。但我很感激。我真的很感激。对我来说，这是一个很重要的事情。我超级有激情。这真的很好，我的意思是，是的，那当然了。不过我们有这个很棒的团队，我们只需要让你女儿来参加一个晚上的时间。

I know. We should tell that story. That do it. We still that story. Okay. So my daughter came up from college to spend some time with me. And she does not have an EV. She has a, well, I don't, she was a 2017 Nissan, right? And actually the EVs kind of make her a little bit motion hybrid or gas. We said, 2017 Nissan Rogue, well, SUV. Not a hybrid. No, no. And the Tesla's the stuff kind of make her a little bit motion sick, which is actually a, it's pretty rare, but, but it happens.

我知道。我们应该讲那个故事。就这么定了。我们讲那个故事。 好吧，我女儿从大学回来和我一起度过了一段时间。她没有电动车，准确地说，她开的是一辆2017年的尼桑，对吧？其实，电动车会让她有点晕车，不管是混合动力还是汽油车都一样。我们说的是2017年的尼桑Rogue，嗯，是SUV，不是混合动力车。对，她开的是普通汽油车。奇怪的是，特斯拉之类的电动车会让她有点晕车，这种情况虽然很少见，但确实是有的。

The kind of the way they move is a little different. I've never heard. Yeah, my wife actually, like when I, she won't, no launching the plaid with my, totally gives her motion sickness, like no dice. So, so it hasn't been for her, but as we're driving around today, her transmission's going out, man. I literally am going to have to trade in a car or get it shipped back or whatever. And so we were just laughing like, okay, you know, there's no transmission in any, you know, I got lots of 20, 70s. You made that story out.

他们移动的方式有点不一样。我从没听说过这样的情况。对，我妻子事实上，像，当我……她不会，不能忍受和我一起开车，会导致她晕车，完全不行。所以，这不适合她，但是今天我们开车时，她的变速器坏了。我真的需要换辆车或者把车运回去什么的。所以我们就在笑，说，好吧，你知道电动车是没有变速器的，我有好多2070车型的车。你把这个故事编出来的。

Yeah, dude, seriously, it couldn't be any better for this though. So, but to close, what I want to say is, you know, it's really fun to work with people that you love. And, and I love this industry. I love this business. I'm, I'm grateful to be in it. I've got some great mentors, people that have been on your podcast. I mean, think about how we met, you know, whether Scott Painter or Brent Morgan, who, who talked to me fairly often, give me advice. I mean, George Sleever, who's just on here's become a buddy and a mentor. And so I'm grateful to you. I, it's seriously, you've helped me meet these people that have mentored me and really helped my business. So that's how I want to end is just saying thank you. Appreciate you. Yep. Well, thanks for coming on. It's been awesome. Had a ton of fun and watch you do it again at some point. Say when? Thanks, brother.

是的，兄弟，真的，这方面再好不过了。所以，在结束之前，我想说的是，你知道，和你喜欢的人一起工作真的很有趣。而且，我热爱这个行业，热爱这项事业。我很感激能够参与其中。我有一些很棒的导师，他们中的一些人也上过你的播客。想想我们是怎么认识的，不管是Scott Painter还是Brent Morgan，他们经常和我交流，给我建议。还有George Sleever，他刚刚上过节目，已经成为了我的朋友和导师。所以，我很感激你。真的，是你帮我认识了这些指导我的人，他们对我的事业帮助很大。所以我想在此结束时说声谢谢。感激你。是的。感谢你来参加节目，真的很棒。玩得很开心，期待将来再见。告诉我时间吧。谢谢，兄弟。

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好的，这一集由我自己的汽车经销商行业招聘平台CDG Jobs赞助。CDG Jobs正在彻底改变人才与顶级汽车公司连接的方式。惊讶吧，我们没有使用任何花哨的技术或人工智能。我们只是建立了一个简单的HTML招聘板。这就够了，但效果非常好。最好的一点是，CDG听众可以免费在我们平台上发布和找到职位。我知道你们一定在想，我们的优势是什么。通过CDG Jobs招聘的公司可以从业内最了解情况的候选人中选择。无论你是在招聘还是寻求新机会，请马上访问CDGJobs.com，或点击下面的节目备注中提供的链接。那就是CDGJobs.com。

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.

好的。希望你喜欢这一集。请给我们的播客打个评分，考虑订阅我们的节目，并查看节目说明中的相关链接。谢谢你的收听。下次再见。