Rio Goes Down River, EVs = Potholes, Placement Over Tradition

Paul Daly: 0:30All right, it's Thursday, Kyle, it's Thursday already. It feels like it's Monday and a half. We're talking about the Kia Rio going down river EVs creating potholes. And I can't remember the last one

‍Kyle Mountsier: 0:46

isn't? Oh yeah, Marshalls, we're talking about commercials.

Paul Daly: 0:52

I've actually just forgotten the last. Just something else. I promise there'll be a third one. There'll be a third one,

Kyle Mountsier: 0:59

I got a little treat for you. We got a little cheeky people watching on the video, you're gonna get video right here. If you're listening, we're going to tell you're going to be listening to a trailer for episode two of more than cars. Yes, we shot it, I think like a little over a month ago. But Episode Two has been shot, it is in edit mode. And that is going to drop the week of September 17 18th, whatever you want to call the start of a week, a Sunday or Monday. And so we'll be announcing that here soon we'll have all of the live event and the premieres and the links and all that and more than cars.tv but it's covers you that are here now. Check out this trailer. I like challenges

Unknown: 1:45

1231 session that we had it really helped me all technicians have pride in their work but to have them actually care about how the customer feels. That's a whole nother lap when a customer comes into our store to sell the closet and 1005 10 minutes on they come in sign paperwork get a smile get a nice for and they're gone. 30 days in a coma you lose all of your muscle mass

Paul Daly: 2:28

All right, that is if you didn't see it because you're just listening and just grooving to the music. You have to go watch it. You have to go watch it. Well, we'll I don't even know how to go watch it. Is it on YouTube? Or is it just on LinkedIn?

Kyle Mountsier: 2:40

I think LinkedIn Facebook, Instagram,

Paul Daly: 2:43

and YouTube to on trailer and and it really just highlights I mean, this is the first time we focused on one store. And it was beaver Toyota in coming Georgia. And it was hot by the way. It's hot in Georgia. So but but we were able to just tell some of the most amazing stories from you know, from the dealership going with someone was in the hospital with COVID going there for like 60 days in a row to like a Women's Mentorship group. That's unbelievable. Kyle and I had a couple little competitive juices cows got his hands dirty in the service department. I did some detailing we had a little competition see who could straighten the line on the on the front line. Best we'll have to wait to see who won that. You spoiler alert. No, I won't give you a spoiler. You have to wait to see the episode. You can still check the trailer you can still see Episode One, the pilot episode at more than cars.tv and we're just getting started. Just get started. Alright, let's talk about some news. Let's get into what's going on. So

Kyle Mountsier: 3:45

one of them not getting started.

Paul Daly: 3:49

Just stop right there. One of the least expensive new cars on the market. We talked about the Mirage earlier this week. Well this is the number two on the list. The Kia Rio is now set to be discontinued after the 2023 model year so we're just gonna go down the line their sales in 2020. For the story sale they sold about 27,000 of these last year marking a 14% drop in your view your sales. As of July of this year, they've done another 5% So not looking great. Key is Monterrey Mexico plant where the Rio is manufactured is set to be retooled for the production of drumroll please. Small EVs that makes a lot of sense actually. Yeah. Light Trucks, minivans, crossovers, SUVs and pickups made up 79% of all US vehicles. I don't know why we put that fact in there.

Kyle Mountsier: 4:40

Well, it's because like everybody's moving to SUVs and everybody's Oh, yeah, right, right. Everybody's no one wants numbers in large. Nobody wants those small things anymore, right. It's so funny. Because gas prices continue to increase. Right? And EVs are supposed to be the thing that like is cheaper on It doesn't doesn't cost you as much money and now we've got all the$20,000 cars just getting wiped from the planet out in the US it's top five right? It was Mitsubishi Mirage was number one cancelled Kia Rio cancelled what's next

Paul Daly: 5:16

the Nissan Versa is next on the list calling for sounds come

Kyle Mountsier: 5:20

in with a hot take

Paul Daly: 5:23

like you know what not the momentum is gone.

Kyle Mountsier: 5:26

The other meeting happened this week we need to call up Damon Lester and be like yo, are they discontinued in reverse? So

Paul Daly: 5:31

this journey sounds on the list. The Hyundai venue is number four on the list and the Nissan Sentra is 23 They're gonna keep the Sentra. Absolutely. Oh, call that versus gone. Center stays. You heard it here first, folks. Oh, I mean, everybody's got to stay Evie affordability. But it does. I can't make sense of this world sometimes because like small sedans are like all the rage just a few years ago, people need more sedans. Let's, we need to make more and then here we are on the other side of this, and they're dropping like flies. And hey, just we'll just see what happens. I mean, small EVs do make a lot of sense. From the standpoint of like, what would be adopted first, the second someone can actually make one at at scale.

Kyle Mountsier: 6:14

Yeah. All right. So maybe they come out with like a real size DV with a battery that keeps going for a long time. That's gonna be the money right there.

Paul Daly: 6:21

I mean, look how good the bolt the bolt has been doing. Right? That's the closest we have it's closest we have a nice segue. Okay, amidst the rapid adoption of EVs, a recent UK study raises concerns about their potential impact on road health researchers suggest that the added weight of EVs, especially larger models can lead to more rapid road wear and increased potholes, challenging all the infrastructure that is in place, also sparking debates on vehicle taxation. Because you know, vehicles use the roads, the roads are paid for by taxes. So now a lot of those taxes come through gas purchases, right gasoline is tax and that's generally what goes to fix the roads. Gas is being bought roads are getting degraded at an accelerated rate sounds like some new taxes to me. The UK newspaper The Telegraph, with data from the University of Leeds reported that btvs costs 2.32. That's pretty precise. times more were on roads than ice vehicle, especially those weighing over 4400 pounds, which is kind of like

Kyle Mountsier: 7:26

all of them. Pretty much. You're single, no doubt. On average, there

Paul Daly: 7:31

have EVs are heavier by about 687 pounds do the battery weight, and the what they call this definitely some nerdery going on. The fourth power formula suggests that doubling of vehicles X await can cause 16 times more road damage, so obviously not paying gas taxes, but tearing up the roads tearing up the roads.

Kyle Mountsier: 7:54

I mean, the Evie adoption is pretty strong, and Nashville must be the reason for all our potholes out here.

Paul Daly: 7:59

I know what the reason is for all the potholes in upstate New York. That's

Kyle Mountsier: 8:03

that's a totally different issue. Totally. It is an issue. Absolutely. No, we've been talking about this for a while they've been talking about parking garages, roads, and now we're seeing it's not just road structure, but road like the ability of them to just hold up with potholes and just the road where it's it's it's especially interesting as really the interstate system in the US has not seen a massive upgrade. Over the last 50 years. There are a ton of interstates that are just like continuing to retread and retread and attempt to go through that. I don't even know how you start to make concrete. Like work better for EVs like that's gonna have to be a whole inability to

Unknown: 8:48

be alright, it's the asphalt that's the problem up here, right? I mean, yeah, well, no, but But that's why you see a lot of people that adopt the concrete where there's concrete, it's going to actually fare a lot better. But it's funny up here we are in cold climates, right? You have the issue of freezing and thawing which expands and contracts the road which makes little cracks in it which when cars drive over it right they separate separate all the the the you know if there's any holes or anything like that, and that's just going to exacerbate but I bet in the south like when it gets really hot.

Paul Daly: 9:19

By the way, it gets really hot in the South that we mentioned that it gets. We were in it was 100 degrees out this week. And we came back inside for walking, walking a lot. And I was like, Yo, fear like hot. Like they're hot.

Unknown: 9:33

Like this is normal, right?

Paul Daly: 9:35

You're like Welcome to the south. Kyle settles like never had this.

Kyle Mountsier: 9:39

Like you gotta wear runners socks always in the South. There's no cotton down here. You got to have polyester socks on

Paul Daly: 9:46

towards those suckers. But yeah, in the heat, I mean that the asphalt gets more pliable and you think like driving 7000 8000 pounds over that thing is going to make a big difference, instead of like 3300 pounds. So Wow, no, it's coming. It's coming. But you know, we'll figure it out. Just figure it out. Nothing. I couldn't figure it out figure figuring it out. That's a c plus.

Kyle Mountsier: 10:13

c plus segway yesterday. We

Paul Daly: 10:14

were terrible yesterday. Terrible. It's

Kyle Mountsier: 10:16

funny. My daughter yesterday we were out of town. She was like, I think I got a C plus on the obeying for the day. I was like it's great, great. We're gonna get start giving grades for everything. Like Nathan's gonna be the producer. It's gonna be like every segue, we're gonna get a slice. Yeah, it's gonna be amazing. So, Ben labs survey revealed that 52% of US consumers favorite TV shows with product placements over traditional ads. This shift comes from ad free streaming rises, and traditional TV ads losing their traction. So here's some of the survey results. 66% of North American viewers ignore their TV ads, they just don't even watch them. Many divert their attention. They'll go to their phone or different things like that. 39% Believe TV ads lack relevance and value and 31% find them repetitive. Here's the top brands in movie placements. I'm gonna go backwards. In the top three. Nike is third, Coca Cola is second. And wouldn't you know it? But Apple is first. It for TV. It's about similar, but actually, Dell is in third Nikes. In second, an apple is in first. So we'll come in strong. I know. Right? Well, it's like, if you rent a TV, like basically, every sports caster is on a Dell. Right?

Paul Daly: 11:44

So that I was thinking more like Jack Bauer, right? Like, whenever there's a government agency involved, they always get they're not on Macs, right. It's obvious who we're trying to try to get some swag. I like this. I think this feels right to me. I hate product placements when they're cheesy, because you can call them out a mile away, and it just takes you out of the story. You know, it's gotta be it's got to be right. Because we understand this. And we understand what consumers want. Kyle, when it came to producing more than cars, we were like, we're going product placement, we actually are going product placement. And it's going to be organic to the story. We're going to do our first product placement and episode two, we'll see if you can figure out where it is. There it is. Yeah.

Kyle Mountsier: 12:27

Premiere? Yeah. i Yeah. i What I love about this is, is that it's like consumers love it. And that's what they want. And they don't pay attention to ADS anyway. And so I think it's up to the advertiser to figure out the most unique and an easy way to integrate these product placements into TV shows and movies. Because you're right, when it it's still an ad, right. And I think that's where we can get tripped up. It's still an ad, and it's still a disruption. I'll tell you what, when I watched Ted lasso, I see every single product placement. That's funny, I probably don't see over it. It's unbelievable. Yeah, I mean, well, well. So I get like how it has a lot of value. But also the the way that ads work best is when people don't even realize they're watching them at all. But they what they acquire the information and they go searching for it anyways. So I think that this continued shift towards streaming continued shift toward like quick mid roll and things like that is going to force advertisers to understand better how to put products in placements in a really unique and engaging way that doesn't just eject the consumer, which is what ads historically commercials have done.

Paul Daly: 13:51

Like, literally from the living room, companies like Amazon

Kyle Mountsier: 13:54

Prime, actually, Neil Saunders Managing Director at Kobo data said companies like Amazon, properly monetize it on their prime video service with the X ray feature, which actually suggest products based on characters or have you ever done that? Neil prime? So if you hit prime, and then you hit the little UP button on anything that has prime, it'll pull up not just the exit button. But are we talking about like if you had watching him, I'm watching your show. Yep. And you hit like an info depending like to bring the little Yeah, yeah, it'll have like, like, first it'll have the actors that are on screen right there. But they've actually started adding product placement with what the actors are wearing. That is dope. Isn't it? Dope? I love that. I love that. Well, that's for Amazon to think outside the box.

Paul Daly: 14:40

They absolutely absolutely. They got it down. Well listen, we help you think outside the box a little bit today. We hope we got you going. Go check out the more than cars trailer you can just search more than cars asoto on YouTube, it'll be there because Nathan's gonna get it uploaded. We'll see you tomorrow.

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