21.7M Vehicles Recalled: What Rolex, Glocks & Deli Meat Teach the Auto Industry | Ep. 40
About this episode
A frustrating experience with a bricked Chevy Colorado sparks a deep dive into the automotive industry's massive recall epidemic, with over 21 million vehicles recalled in the first half of the year alone. The hosts explore critical quality control lessons that carmakers can learn from unexpected industries like Rolex, Glock, and even deli meat. Plus, they share behind-the-scenes production stories, outline their client acquisition processes, and preview an exciting lineup of upcoming guests for the Woodward Dream Cruise, including industry leaders from Fox Factory and Kia.
New vehicle recalls just doubled... 21.7 million cars recalled in the first half of 2026, up from 10.7 million last year. Justin Cesler and Dr. Jamie Meyer break down what's actually driving the crisis, then pull hard-won lessons from three completely unrelated industries (watches, firearms, and grocery deli counters) that every automotive business needs to hear.In this episode:
- The 21.7 million vehicle recall surge: what's really causing it, and why new owners are becoming unpaid beta testers
- Jamie's own truck gets "bricked" mid-warranty — and what good dealership customer service looks like when it happens to you
- What Rolex and Omega teach brands about managing scarcity without losing customers
- Why the firearms industry (Not Just Guns, 2011 pistols, suppressor brands) runs on branding and hype as much as engineering and the shadow-banning problem that comes with it
- The "deli meat lesson": how one grocery store lost 40% of total revenue by dropping a single product, and what it means for cross-selling in your shop
- Woodward Dream Cruise activation strategy: marketing a brand across a 13-mile, two-week event
- How new client relationships actually start and why clarity beats "we do everything"
Timestamps:0:00 – Cold open: the recall that started it all1:25 – Welcome to Automotive Advantage3:13 – What's on deck this episode6:44 – Woodward Dream Cruise guest lineup tease9:43 – The full story: Jamie's Colorado gets bricked13:06 – Why recalls have doubled industry-wide19:01 – Ferrari, Porsche, and the return to pre-COVID cars23:08 – The "turn it all off" button pitch26:09 – Business lessons from other industries26:50 – Rolex, Omega, and managing scarcity34:55 – What the firearms industry gets right (and wrong)43:44 – Shadow banning and building on someone else's platform50:29 – The deli meat lesson: cross-selling and related products59:03 – Woodward Dream Cruise: activation strategy1:09:23 – How new client relationships actually start1:19:08 – Wrap-up and where to find the showAutomotive Advantage is the business-first podcast for owners, operators, builders, and marketers who take the automotive industry seriously. No hype. No bench racing. Just the real mechanics behind businesses that grow.Hosted by Justin Cesler (Driveline Studios) and Dr. Jamie Meyer (6757 Consulting).Subscribe for new episodesLike, comment, and share if this helped your businessMore at TheAutomotiveAdvantage.comAlso on Apple Podcasts and Spotify
vehicle recall
"in the first half of 2026, the automotive industry has 21.7 million vehicles. Let me say it again. 21.7 million vehicles have been recalled. And that's up from, it's doubled from last year, which was 10.7. So we're seeing this two acts recall phenomenon going on in the industry."
When a car company realizes a part on their cars is unsafe or broken, they issue a recall to fix it for free at their dealerships.
A safety recall issued by a vehicle manufacturer or the National Highway Traffic Safety Administration (NHTSA) when a model is found to have a safety-related defect or fails to meet federal safety standards.
Woodward Dream Cruise
"Somehow it's already the end of the first half and we've got Woodward Dream Cruise coming up. So I've got some prep notes."
A massive, famous car show and cruise that happens every summer near Detroit, where over a million people gather to watch thousands of classic and cool cars drive by.
The world's largest single-day classic car event, held annually on the third Saturday of August along Woodward Avenue in metropolitan Detroit, Michigan.
Rich Weber
"One of them is Rich Weber of the new GM and vice president at Fox Factory. Vehicles, Rich built a multi-billion dollar accessories company at Mercedes."
A successful business executive who used to design accessories for Mercedes-Benz and now runs a division at Fox Factory, a company famous for off-road suspension.
Vice President of Fox Factory's vehicle division and former Mercedes-Benz executive who built a highly successful multi-billion dollar accessories business.
Spring Mountain
"Elizabeth McGee from Spring Mountain who handles all the membership for the Spring Mountain drivers experience and all the Corvette drivers that go out there."
A luxury race track resort in Nevada where people can take high-performance driving lessons, especially for Corvettes.
Spring Mountain Motor Resort and Country Club, a state-of-the-art racing facility located in Pahrump, Nevada, home to the official Ron Fellows Performance Driving School for Corvette owners.
Chevrolet Corvette
"...he Spring Mountain drivers experience and all the Corvette drivers that go out there. She's a super interest..."
The Chevrolet Corvette is a famous American two-seat sports car made by General Motors. The newest versions have the engine placed in the middle of the car behind the seats, which helps it balance and turn very well. It is designed for high-speed driving and sporty performance.
The Chevrolet Corvette is an iconic American sports car, currently in its eighth generation (C8) which features a mid-engine layout. It is highly regarded for offering supercar-level performance and handling at a fraction of the price of European exotic cars. It is frequently discussed in the context of track days and professional driving schools, such as the Spring Mountain Motor Resort.
Mike Galimi
"Should we have Galimi back on here? Do you think? Do an annual with him? We could do a Mike Galimi update for sure."
A well-known car journalist and event organizer who helps put together famous drag racing events.
A prominent automotive journalist, event director, and media personality heavily involved in the drag racing community and events like Roadkill Nights.
Vengeance Racing
"Ron Malin from Vengeance Racing will also be in town in August. So definitely get him on the pod. They're celebrating their 20th anniversary as I think they were hit immediately and they've grown that brand into something huge mainstay in the industry."
A famous car shop that specializes in making fast GM cars, like Corvettes, even faster and more powerful.
A prominent high-performance automotive tuning and build shop specializing in late-model GM platforms, particularly Corvettes, Camaros, and CTS-Vs.
2023 Chevrolet Colorado Z71
"In 2023, I bought a brand new Colorado. Here we go. It was the new design, Z71. Nice four wheel drive because Michigan."
A mid-sized pickup truck made by Chevrolet. The Z71 is a special version designed for off-roading, but early models of this new design had some computer glitches that drained the battery.
The Chevrolet Colorado is a mid-size pickup truck. The redesigned third-generation model features a turbocharged 2.7-liter inline-four engine and advanced electrical architecture, though early production models faced software-related battery drain issues.
Ford Explorer ST
"We have an Explorer ST. Half the time you put it in reverse, it just goes blue screen of death on the whole thing."
A fast, sporty version of Ford's popular family SUV. It has a powerful engine and a stiffer suspension to make it handle more like a sports car.
The Ford Explorer ST is a performance-oriented mid-size SUV powered by a 3.0-liter twin-turbocharged EcoBoost V6 engine. It is known for blending family utility with sport-tuned suspension and 400 horsepower.
over the air update
"Initially I thought the initial three years ago problem with the Colorado was there was a forced over the air update which left some part of the truck running from an electrical standpoint and it killed the battery."
An update sent wirelessly to your car's computer over the internet, similar to how your smartphone updates its software overnight.
A wireless delivery of software, firmware, or operating system updates to a vehicle's onboard computers, allowing manufacturers to add features or fix bugs without requiring a dealership visit.
Ferrari F430
"And then you look at cars that were a hundred grand, like a 360 Modena or 430 or something are now 2345 almost a million... That 430, 458, whatever is looking really good."
An exotic Italian sports car built in the mid-2000s. It is highly sought after by collectors because it represents one of the last eras of raw, analog Ferrari supercars.
The Ferrari F430 succeeded the 360, featuring a highly advanced 4.3-liter V8 engine and the debut of Ferrari's steering-wheel-mounted 'Manettino' dial. It is celebrated for its analog driving dynamics and screaming exhaust note.
Ferrari 360 Modena
"And then you look at cars that were a hundred grand, like a 360 Modena or 430 or something are now 2345 almost a million."
A sleek Italian sports car from the early 2000s with its engine placed in the middle of the car for better handling. It makes a beautiful, screaming engine sound.
The Ferrari 360 Modena is a mid-engine sports car powered by a naturally aspirated 3.6-liter V8 engine. It marked a major technological shift for Ferrari with its all-aluminum space-frame chassis and organic styling.
Porsche 911 GT2 RS
"I saw GT2 RSs from Porsche, which traditionally have been a $400,000, $500,000 car. Maybe one of them just sold for 1.1 million."
The absolute fastest, most extreme version of the Porsche 911 you can buy. It is built almost entirely for racing on a track, with massive power and lightweight parts.
The Porsche 911 GT2 RS is the pinnacle of track-focused, rear-wheel-drive 911 performance, powered by a twin-turbocharged flat-six engine. It is famous for setting production car lap records at the Nürburgring.
Truck Slate Truck
"...t dropped pricing today and pre-order stay on the Slate truck. And like the one thing I love about that thing"
A truck is a large vehicle with an open cargo bed in the back used for carrying heavy items, towing trailers, or working. While they used to be simple work vehicles, modern trucks have comfortable interiors like luxury cars and are increasingly available with electric motors.
The pickup truck is a highly versatile vehicle class that has transitioned from a basic utility workhorse into a primary family vehicle and luxury cruiser. Recently, the truck segment has seen massive innovation and discussion surrounding the launch of highly anticipated electric models, shifting pricing structures, and competitive pre-order campaigns. They represent some of the most popular and profitable vehicles in the automotive market.
captured test fleet
"You know how when you're in a captured test fleet vehicle or an Ivor, they have that big button that you can just hit and it shuts off the entire car? Literally nobody knows what you're talking about. Okay. If you're in Detroit. In Detroit they do. If you're in Detroit or you get to go to any of the OEs, when they have cars that are so new, they're not even on the road yet, pre-production cars or cars that have been released but aren't out yet and they're driving them around. They call those captured test fleet vehicles."
A group of early-version cars that car company workers drive around in public to find and fix bugs before the car is officially sold to customers.
A pre-production fleet of vehicles driven by automotive company employees under real-world conditions to evaluate quality, durability, and identify software or mechanical issues before public release.
managed scarcity
"You wrote down Rolex and Omega Managed Scarcity. This one's gonna trigger some people. Managing scarcity is critical for a brand."
When a company purposely makes fewer items than people want to buy, making the product feel exclusive and keeping the price high.
A deliberate business strategy where a brand intentionally limits the production or supply of a highly desirable product to maintain high demand, prestige, and strong residual values.
Chevrolet Corvette ZR1
"Alan Johnson talked about this, you know, like there's no list per se for a ZR1X, but the guy who's bought 15 Corvettes from him is a person you wanna take care of, of course."
The ultimate 'king of the hill' version of the Corvette. It is incredibly fast, expensive, and hard to get because Chevrolet only makes a limited number of them.
The Chevrolet Corvette ZR1 represents the absolute peak of Corvette performance, historically featuring supercharged V8 engines and extreme aerodynamics. The C8-generation ZR1 introduces twin-turbocharged power to the mid-engine platform.
Justin Ray
"I probably don't talk about woody enough at Badass Broncos, but that same scenario, Justin Ray, he focuses on Broncos, but everybody that owns a gen, everybody that owns a $400,000 gen one Bronco also owns 20 other cars."
The founder of a high-end car shop that builds custom, modern versions of classic Ford Broncos.
Founder of Badass Broncos, a premier restoration and customization shop specializing in high-end, bespoke classic Ford Broncos.
Ford Bronco
"Justin Ray, he focuses on Broncos, but everybody that owns a gen, everybody that owns a $400,000 gen one Bronco also owns 20 other cars."
A classic, boxy SUV from the 1960s and 70s built to go off-road. They are incredibly popular today for custom restorations that cost hundreds of thousands of dollars.
The Ford Bronco is an iconic body-on-frame off-road vehicle originally introduced in 1966 to compete with the Jeep CJ. First-generation models are highly coveted by collectors for their rugged, boxy styling and simple mechanicals.
Adams Polishes
"Like I would use, I would use Adams Polishes as maybe an example here. Like there are many car washes around here."
A well-known brand that makes high-quality car cleaning and detailing products.
A premium automotive detailing and car care product brand popular among car enthusiasts for its high-quality waxes, sealants, and cleaning accessories.
Chevrolet Chevelle
"...at his team built for them. So go ahead and do my Chevelle. Give me a quote on doing the Chevelle."
The Chevrolet Chevelle is a classic American car that was manufactured in the 1960s and 1970s. It is famous for being a 'muscle car,' meaning it has a large, powerful engine and a loud, retro design. Many people today buy them to restore them to look brand new.
The Chevrolet Chevelle is one of the most famous mid-size muscle cars of the 1960s and 1970s, particularly celebrated in its high-performance SS (Super Sport) trims. It represents the peak of the classic American muscle car era with its aggressive styling and powerful V8 engine options. Today, it is a highly sought-after platform for classic car restoration and modern 'restomod' builds.
Ford Mustang
"... that goes down, Ferndale, you can tell I'm not a Mustang guy. So it's like, there's so much nuance to that..."
The Ford Mustang is a sporty, two-door car made by Ford that has been popular for over sixty years. It is known for its aggressive look, loud engine sound, and fast acceleration. It comes in both hardtop coupe and convertible styles.
The Ford Mustang is the original American pony car, in continuous production since 1964 and currently in its seventh generation (S650). It remains a cornerstone of car enthusiast culture by keeping the traditional front-engine, rear-wheel-drive V8 formula alive alongside modern digital technology. It is often discussed for its distinct exhaust note, performance packages, and deep heritage.
M1 Concourse
"And because there's that standalone event, which is Drag Racing on the streets of Woodward in front of M1 this year, which is interesting that they're going back there."
A private race track and car club facility in Michigan where car events, races, and shows are held.
A private motorsports club and 87-acre property located in Pontiac, Michigan, featuring a 1.5-mile performance track, private garages, and event spaces along Woodward Avenue.
Pontiac Solstice
"... that cruise Woodward. I always think of like the solstice club comes out and there's a turbo Buick meetup."
The Pontiac Solstice is a small, two-seat convertible sports car made in the late 2000s. It was designed to be a fun, affordable car for driving with the top down on sunny days. The brand that made it, Pontiac, is no longer in business.
The Pontiac Solstice is a compact, rear-wheel-drive roadster produced by General Motors in the late 2000s just before the Pontiac brand was retired. Built on the Kappa platform, it featured curvy styling and was offered in both naturally aspirated and turbocharged (GXP) variants. It remains a popular and affordable entry-level sports car for local car clubs and weekend cruisers.
Toyota A80
"Is it really your social? Or is it because you have a 80% return rate on this thing, cause it's terrible, right?"
The Toyota Supra is a fast, two-door sports car built by Toyota in a partnership with BMW. It is designed for quick acceleration and sharp handling around corners. It is very popular among people who like to modify and tune cars for extra performance.
The Toyota Supra is a legendary sports coupe, with its current fifth generation (GR Supra) co-developed alongside BMW. It features a turbocharged engine, rear-wheel drive, and a highly rigid chassis tuned for sharp handling on both the road and the track. It is a frequent topic of debate among enthusiasts due to its heavy sharing of mechanical components and interior switchgear with BMW.
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