March 25, 2026 | Toyota’s Mark Templin on tariff pressure, price hikes; Honda, Sony nix Afeela EVs

Experian Automotive is a data and analytics provider that helps dealerships understand customer and prospect behavior. In the context of the show, it’s being used to support more targeted marketing and sales outreach based on data rather than guesswork.

Sony Honda Mobility is the joint venture between Sony and Honda that was set up to develop and sell electric vehicles. Here, it’s the entity canceling the planned Affila EV models in North America and reassessing the venture’s future.

A joint venture is a business partnership where two companies share investment, risk, and control to pursue a specific project. Here, the Honda–Sony joint venture is being reviewed after market factors led to canceling planned EV models.

“Tariffs” are taxes the government places on imported goods. In automaking, they can raise the cost of parts and vehicles, squeezing margins and forcing price changes.

Toyota is a major global automaker and one of the biggest players in hybrid technology. In this segment, Toyota is portrayed as facing cost pressure from tariffs and competition.

The Chrysler 300 is a full-size sedan that was a key part of the brand’s lineup. The segment notes it was discontinued in 2023, leaving Chrysler with a narrower product mix.

The FTC (Federal Trade Commission) regulates advertising practices to prevent misleading marketing. In car sales, this can affect how dealers advertise “all-in” pricing and whether advertised vehicles are actually available.

The FTC’s “agent” concept means employee marketing can be treated as dealership advertising, even if posted on personal accounts. That can expand compliance responsibility to include what staff post on social media.

“Due for service” refers to customers whose vehicles are approaching scheduled maintenance or service intervals. Dealers can use this to target service offers and reminders, often improving retention and visit frequency.

ROI (return on investment) measures how much profit or value a marketing campaign generates compared to what it costs. The segment emphasizes measuring ROI using verified vehicle sales rather than just clicks or impressions.

Impressions and clicks are basic digital advertising metrics that show exposure and engagement. The segment argues these don’t necessarily translate into actual vehicle purchases, so better measurement ties campaigns to verified sales.

Inventory refers to how many vehicles a dealer or automaker has available to sell. When inventory is constrained, supply-demand imbalance can affect pricing, incentives, and how quickly price changes show up for consumers.

“Price to the market” means setting pricing based on what buyers are paying and what competitors are charging, rather than using a fixed internal pricing plan. Automakers often do this to maintain demand and avoid being out of step with prevailing incentives, inventory levels, and regional conditions.

The Toyota bZ4X is an all-electric compact SUV built as part of Toyota’s “bZ” (Beyond Zero) electric lineup. It’s often discussed because early versions were compared to later updates, with the podcast noting that Toyota has moved on to a “much better” bZ model after the bZ4X. That makes it a relevant reference point for how Toyota’s EV strategy and product execution evolved.

Incentives are discounts, rebates, or financing offers used to lower the effective price a customer pays. Automakers use incentives heavily for EVs early in their lifecycle to overcome higher sticker prices and encourage adoption while supply and demand stabilize.

Dealer training is how automakers prepare sales staff and service teams to understand new technologies—especially EVs. For EVs, training typically covers battery basics, charging guidance, warranty/service processes, and how to explain total cost of ownership to customers.

“Conquest customers” refers to winning buyers who previously chose competitors’ EVs and bringing them back to your brand. The speaker frames Toyota’s advantage as trust in Toyota to build a quality EV, aiming to pull customers back after they tried other automakers’ electric cars. It’s a competitive marketing concept tied to brand switching behavior.

The speaker mentions Toyota’s “very large logistics operation,” connecting fuel price changes to internal operations. Logistics here implies the supply-chain and transportation network used to move vehicles and parts. The point is that fuel costs can ripple through costs and planning, even if the short-term impact is limited.

Charging at home is a key adoption factor for EVs and plug-in hybrids because it reduces reliance on public charging. The speaker frames it as enabling a segment of drivers—those with home garages and lower daily mileage—to use electricity conveniently.

Battery electric vehicles (BEVs) run only on electricity stored in a battery pack, with no gasoline engine. The speaker emphasizes that many BEVs sold are “add-on” purchases rather than direct replacements for existing gas cars.

A plug-in hybrid (PHEV) combines an electric motor with a gasoline engine and can be charged from an external power source. The speaker’s example highlights the benefit of avoiding frequent gas station trips while still having range flexibility for longer trips.

A manufacturing footprint is the set of plants and production locations an automaker uses. When tariffs, regulations, or demand shift, companies may adjust the footprint to keep costs and delivery times under control.

Tariffs are taxes the government places on imported goods. In autos, tariff pressure can raise the cost of parts and vehicles, which often forces automakers to adjust pricing, sourcing, and production plans.

This phrase describes local sourcing: buying parts and materials from suppliers near the plants. It supports supply-chain stability and can reduce costs and lead times, especially when trade rules change.

Running plants at full capacity means the factories are producing as much as they can with current equipment and staffing. It’s a common way executives describe whether there’s room to increase output if demand rises.

Tariffs are taxes placed on imported goods. In autos, tariff pressure can raise the cost of parts and vehicles, which often leads to price hikes, supply-chain changes, or production shifts.