Feb. 10, 2026 | Lance Woelfer on Honda's fresh lineup strategy; Trump threatens Gordie Howe Bridge
About this episode
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.
electric vehicle (EV)
"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.
just-in-time
"...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.
Honda Crv
"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.
EV
"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.
gasoline engine vehicle
"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.
hybrid vehicle
"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.
customer lifetime loyalty
"...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.
Honda Odyssey
"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.
Toyota Grand Highlander
"... 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.
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.
Help improve this episode
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.