Kellan Walker discusses significant developments in the automotive industry, including President Trump's threats regarding the Gordie Howe Bridge, which is crucial for North American logistics. Honda's Lance Woelfer shares insights on the company's strategy to revamp its lineup amid EV losses and a shift towards hybrids. The episode also covers the implications of Trump's comments on the bridge and the future of Honda's manufacturing flexibility in a challenging market, highlighting their commitment to community and consumer needs.
Lance Woelfer, vice president of automobile sales for American Honda, discusses how the company plans to grow in a contracting market with its refreshed lineup and flexible EV Hub production. Plus, President Donald Trump threatens to block the opening of the critical Gordie Howe International Bridge between Windsor, Ont., and Detroit.
"Honda is calling for a fundamental review of its auto strategy after mounting electric vehicle losses pushed its auto business deeper into the red."
An electric vehicle, or EV, is a type of car that runs on electricity instead of gas. They are better for the environment and are becoming more common.
An electric vehicle (EV) is a car that is powered entirely or partially by electricity instead of gasoline or diesel. EVs are becoming increasingly popular due to their lower environmental impact and advancements in battery technology.
"...in a just-in-time environment that the auto industry works in. So we're talking about getting parts from, say, Toledo to Windsor for minivan production..."
Just-in-time is a way for companies to get parts exactly when they need them, so they don't have to store a lot of extra parts. This helps them save money and work faster.
Just-in-time (JIT) is a production strategy that strives to improve a business's return on investment by reducing in-process inventory and associated carrying costs. In the auto industry, it means parts are delivered right when they are needed in the production process, minimizing storage costs and maximizing efficiency.
"especially when you think about consumers and their focus on hybrids and where we've been really successful with the Civic Accord CR-V and now bringing the preload to market. But our ability with our EV Hub in Ohio, but really what's important about that is the"
The Honda CR-V is a type of car called a crossover SUV, which means it's a mix between a car and an SUV. It's known for being very reliable and having a lot of space inside, making it great for families or anyone who needs extra room.
The Honda CR-V is a compact crossover SUV known for its reliability, spacious interior, and fuel efficiency. It has been a popular choice among consumers, particularly with the growing interest in hybrid models, making it a significant player in the SUV market.
"Well, EV is in the name of EV Hub. It's about flexibility that we can, on the same line, build a gasoline engine vehicle, a hybrid vehicle, or an EV."
EV means Electric Vehicle. It's a car that runs on electricity instead of gasoline, making it better for the environment.
EV stands for Electric Vehicle, which is a type of vehicle that is powered entirely or partially by electricity. This term is crucial as the automotive industry shifts towards more sustainable and environmentally friendly options.
"It's about flexibility that we can, on the same line, build a gasoline engine vehicle, a hybrid vehicle, or an EV."
A hybrid vehicle uses both a gasoline engine and an electric motor to run. This helps save fuel and reduce pollution.
A hybrid vehicle combines a traditional internal combustion engine with an electric propulsion system. This allows for better fuel efficiency and lower emissions compared to conventional gasoline-only vehicles.
"It's about flexibility that we can, on the same line, build a gasoline engine vehicle, a hybrid vehicle, or an EV."
A gasoline engine vehicle is a car that runs on gasoline. It's the most common type of car before electric cars became popular.
A gasoline engine vehicle is a type of vehicle that runs on gasoline, using an internal combustion engine to convert fuel into motion. This is the traditional form of vehicle propulsion before the rise of electric and hybrid technologies.
"...it's about customer lifetime loyalty, and you've got to find as many ways as possible..."
Customer lifetime loyalty means keeping customers happy so they keep coming back to buy more from the same brand. It's about building a good relationship with customers over time.
Customer lifetime loyalty refers to the ongoing relationship a brand maintains with its customers over time, aiming to keep them engaged and satisfied to encourage repeat business. This concept is crucial in building brand loyalty and ensuring long-term success.
"Now, the Odyssey has been a standout in a declining segment. Where do you see that segment going, and what is Honda's strategy to remain competitive?"
The Honda Odyssey is a minivan that many families choose because it has a lot of space and features that make it great for kids. It's been a popular choice for a long time, even though fewer people are buying minivans these days.
The Honda Odyssey is a popular minivan known for its spacious interior and family-friendly features. It has been a strong contender in the minivan segment, even as overall sales in this category have declined.
"... Now, with the Highlander now being offered in a Grand Highlander, do you envision an extended pilot or passport?"
The Toyota Grand Highlander is a bigger version of the regular Highlander SUV, which means it has more room for people and stuff. It's great for families who need extra space when traveling or running errands.
The Toyota Grand Highlander is an extended version of the popular Highlander SUV, designed to offer more space and comfort for families. It aims to compete in the growing market for larger SUVs, providing additional seating and cargo capacity.
Select text to request an explanation
Welcome to Daily Drive.
For Tuesday, February 10, 2026, I'm Kellan Walker in Las Vegas.
Today on the show, President Trump threatens to block the opening of the Gordy Howe International
Bridge, critical link for the North American auto industry.
Honda calls for a fundamental review of its auto strategy after mounting EV losses.
And the Ford worker who heckled President Trump during a plant visit is keeping his
job.
Plus, Lance Wolfer of American Honda joins me to talk about the company's fresh lineup
and flexible manufacturing strategy.
We've always been seen as a go-to for transportation and a great and fun drive.
And at the same time, we're building very capable vehicles.
Right.
Let's run through all the news you need to know to keep up in the auto industry.
President Trump is threatening to block the opening of the Gordy Howe International Bridge
between Windsor and Detroit.
In a social media post, Trump said the U.S. should own at least one half of the bridge
before it opens this year.
Canada funded the entire $6.4 billion project, which will be publicly owned by both Canada
and Michigan.
Nearly half the freight crossing the current Ambassador Bridge is automotive vehicles and
parts.
Michigan Governor Gretchen Whitmer says the bridge is all about jobs and will open one
way or another.
More on this story in a minute with Automotive News Canada's Greg Lason.
Honda is calling for a fundamental review of its auto strategy after mounting electric
vehicle losses pushed its auto business deeper into the red.
The Japanese automaker racked up $1.7 billion in EV write-offs over nine months.
Global EV sales fell by half to just 15,000 vehicles in the latest quarter.
That's a stark contrast to Toyota, which doubled its EV sales to $63,000 in the same
period.
Honda's auto unit has now posted four straight quarters of operating losses.
The company says it will significantly revise its EV strategy going forward, while doubling
down on hybrids.
It plans to sell 2.2 million hybrid vehicles by 2030.
And a Ford worker who heckled President Trump during a plant visit last month is keeping
his job.
That's according to the UAW.
Thomas T.J.
Cebulla criticized Trump's handling of the Jeffrey Epstein controversy during the January
13th tour of Ford's Dearborn assembly plant.
Trump responded with profanity and his middle finger, telling Cebulla he'd be fired.
UAW Vice President Laura Dickerson spoke about it with attendees at a Washington conference.
Ford Executive Chairman Bill Ford called the incident unfortunate.
Now, let's dig deeper into that Gordie Howe bridge story.
Joining me is Greg Lason, digital and mobile editor for Automotive News Canada and host
of the Automotive News Canada podcast.
Greg, as usual, welcome back to Daily Drive.
Good to be back.
All right, Greg.
So help us understand the stakes here.
What would it mean for the auto industry if this bridge opening gets delayed or blocked
entirely?
What it means is more difficult logistics, less efficiency and higher costs.
The entire reason this new bridge is being built and it is built.
It's constructed.
It's almost ready to open.
The reason it's there is to allow automakers and suppliers easier access, quicker access
in a just-in-time environment that the auto industry works in.
So we're talking about getting parts from, say, Toledo to Windsor for minivan production
in a quick, efficient manner.
The problem with the current bridge is that in order to get to it and to any factories
in Canada and in Detroit or Metro Detroit is that you have to drive through not residential
but certainly commercial areas.
And so you have a lot of stoplights, a lot of congestion.
It's not efficient.
This new bridge will link essentially Montreal to Miami with no stoplights.
And what it does is it allows parts makers in Ontario anywhere from the greater Toronto
area down and parts makers anywhere in the Midwest US states to cross back and forth
a lot more seamlessly and with a lot more efficiency.
So it's huge.
The auto industry has been a huge proponent of this bridge for at least two decades.
And now here we are a few months from it opening and Donald Trump is saying no.
Now, Canada funded this entire project.
What's the reaction been like north of the border to Trump's demand that the US
own at least half of the bridge?
Yeah, there's a lot of folks up here saying, you know, without to heck with that, they're
not buying what Donald Trump is selling.
We have paid for this bridge in its entirety.
And it did, despite what Donald Trump's claims are, it did employ US workers in steel,
in construction, in paving and road work and engineering.
The list goes on and on.
And it will end up with a better, more modern US customs port of entry and a better
Canadian customs port of entry on both sides.
This is a win-win for both countries.
And we paid for it with the idea that we would recoup all costs through tolls.
And remember, this bridge is jointly owned by Canada and the state of Michigan,
not the United States of America.
So there's a little wrinkle in all of this that needs to be ironed out.
I'm not sure how easily Donald Trump can just say, no, I won't open the bridge,
when in fact the United States doesn't own the bridge.
Now, I'm sure he has some say, I'm sure Congress has some say in all of this.
This is a security issue.
This is a port of entry.
But it could get really messy, really fast.
But Canadians just simply don't think the United States is entitled to half the ownership of this bridge.
Perfect.
Greg Lason, as always, thank you so much for joining me.
Anytime.
Coming up next, Lance Wolfer of American Honda talks about how the company's
fresh lineup and flexible manufacturing strategy positions them to grow in a challenging market.
That's next on Daily Drive.
Are you a dealer creating a workplace culture your employees are proud to be part of?
Applications are now open for the 2026 Automotive News best dealerships to work for program.
This isn't just an award.
It's a chance to get real insight into what's working at your dealership and where you can improve.
And we've expanded the categories this year, recognizing everything from technician experience
and leadership development to AI enablement and employee retention.
The registration deadline is April 17th.
Find out more and apply at AutoNews.com.
Welcome back to Daily Drive.
I'm Kellan Walker.
Honda says its refreshed lineup and flexible manufacturing give it an edge in a contracting market.
At last week's NADA show here in Las Vegas,
I spoke with Lance Wolfer, Vice President of Automobile Sales for American Honda.
He says the future is bright for the Japanese automaker here in the U.S.
Here's our conversation.
Lance Wolfer of American Honda, thank you so much for joining me on Daily Drive.
Happy to be here.
Nice to meet you.
So Lance, how can you grow sales this year when it looks like the market is contracting
and your key competitors are being very aggressive in the market?
Well, I think, you know, one, we're being aggressive as well, making sure that we've got
everything going for us.
From a product standpoint, over the last 18 months, we've refreshed nearly all of our product.
So you could easily say that we've got one of the most fresh lineups in the industry,
which really gives us an edge.
And then we've got, you know, really the right mix for the marketplace,
especially when you think about consumers and their focus on hybrids and where we've been
really successful with the Civic Accord CR-V and now bringing the preload to market.
But our ability with our EV Hub in Ohio, but really what's important about that is the
flexibility of lines that we've designed there.
Well, EV is in the name of EV Hub.
It's about flexibility that we can, on the same line, build a gasoline engine vehicle,
a hybrid vehicle, or an EV.
So we can turn it up or down from, you know, what the consumer is looking for
and gives us the ability, I think, to be in the right place for the market
and have in the right content.
So I think we're well positioned to grow and fight through a challenging market,
but come out with a lead.
How does America Honda strategy help mitigate the tear of threat in 2026?
Well, if you look at Honda as a rule, we've always built where the consumer is
and really worked to be part of the community that we're doing business in.
And we benefit from that.
So we're about 60 plus percent of our production in the United States, 99 percent of it in North
America.
And that puts us at a much stronger position than almost every other competitor for what
we build here.
And to have a, you know, positive situation, tariffs are still a challenge.
Don't get me wrong.
But I think from American Honda standpoint, we're in a better position than most.
And it gives us the option to continue to grow.
Okay, let's talk about some products.
So initial feedback from dealers was mixed regarding the camper.
Given the financial and competitive constraints, why is it the right time to do that?
And do you see it as more of a gateway to more rugged and, you know, the utility segment?
Well, first, it's a prototype and something that we're looking at for the market.
So why is it a good fit for Honda is really about what we've been doing with our lineup
for the last number of years.
And we've been focusing on our capability off-road, our ruggedness of our vehicles,
because we've always been seen as a go-to for transportation and a great and fun drive.
And at the same time, we're building very capable vehicles that can handle a lot of,
you know, off-road activity.
And the base station really can help enhance that and allow our consumers,
and it can be towed by a CRV, by the way, and an EV, and can allow our consumers,
of which there's two million more people recently that have become campers and started
really enjoying the outdoors, to grow with the brand and give another connection between Honda,
our dealers, and consumers.
You know, it's about customer lifetime loyalty, and you've got to find as many ways as possible
to engage with that consumer.
It's also not a drain on resources.
It's a different team than our design teams for automotive.
So it really puts us in the ability to just find new ways to reach out and engage with the customers.
Absolutely.
Now, the Odyssey has been a standout in a declining segment.
Where do you see that segment going, and what is Honda's strategy to remain competitive?
Well, the Odyssey has been, you know, as many as 200,000 units in the past.
And yes, the segment has reduced, but it's really kind of solidified at where it is,
where we're able to do a little less than 100,000 units, 80,000 units, 70,000,
and succeed in that.
Really, it's still competitive, but it's really about that consumer who knows how that model,
and particularly overall that segment, can really enhance your ability to enjoy kind of a
lifestyle when you've got a couple of kids, or you need a lot of flexibility from a driving
standpoint.
Where I see it going is, I don't see huge growth in that segment, but it's stabilized.
We see it as a good pathway for a lot of consumers to really enjoy the brand.
And every time I drive an Odyssey, which is kind of often actually, I really love that car.
It's the only minivan I've ever driven where I forget I'm driving a minivan, and I'm enjoying
the drive.
That's awesome.
So I think for us, it really enhances the lineup.
But the segment-wise, I think it still continues to be an opportunity that we can capitalize on
for years to come.
Now, with the Highlander now being offered in a Grand Highlander, do you envision an extended
pilot or passport?
Well, I think there's opportunity always in that segment for growth.
But where the pilot sits right now is really well-positioned for the consumer, moving up from
a CR-V. And really, within the brand, I think it's a great fit for us.
A seven or eight passenger and all the focus it gives on off-road capacity with our
trail sport pilot, but also what we've been able to do with the passport and grow.
So we have opportunities to continue to grow as we go forward.
But from the pilot standpoint, I think it's well-positioned where it is.
And we'll see where everything goes from there.
We're not really talking about future products.
Right, of course.
And finally, can you share more details on the next generation of six-cylinder hybrid
and what models do you anticipate receiving it?
We get that question a lot.
So really, all we've communicated is that, hey, that's under development.
We had some folks out to kind of see some details on that to a motor hybrid system.
And where it can help grow our lineup and really meet customer needs in the future,
we're not going to be specific on what models.
But I think, you know, we've been pretty clear that that's under development and something
that you'll see, you know, in the future for Honda and Acura.
Perfect. Lance Wolfer, thank you so much for joining me on Daily Drive.
Oh, thank you.
That's Daily Drive for today.
I'm Kellen Walker.
Thanks to Automotive News executive producer Jake Nier, as well as our own Hans Grimel
and Nato Akamura for their reporting for today's podcast.
We also have reporting from Greg Lason of our sibling publication, Automotive News Canada.
You can get the latest news on tariff and trade, Honda's strategy shift,
and everything happening in the auto industry at AutoNews.com.
Come back tomorrow for a conversation with Brian McDonald, CEO of CDK Global.
Now we're moving into the next phase, I would just call it level two AI,
which is where you take rich data and you get insights to bring value to dealers.
We'd love to hear from you.
Let us know what you think of the show and the topics we covered today.
Send us an email at dailydrive at autonews.com or leave us a voicemail at 313-444-2774.
And if you enjoy the podcast, remember to like, leave a review,
and subscribe so you never miss an episode.
Thank you.
Request an explanation for:
3 cars
3 cars featured
Request an Explanation
Heard something you'd like explained? We'll add it to this episode.
Sign in to request explanations for terms you heard.
Want to learn more?
Browse our glossary for plain-English explanations of automotive terms, jargon, and concepts.
See something that's not quite right? Our annotations are AI-generated and can sometimes miss the mark.
Click the flag icon on any annotation to suggest a correction.
