Today Sam D'Arc is joined by Randy Parker, CEO of Hyundai and Genesis Motor North America.
Randy breaks down how Hyundai is navigating a market that's down 5% in early 2026, absorbing the cost of 15–25% tariffs, managing dealer profitability and inventory pressure, and making tens of billions in U.S. infrastructure bets designed to secure the brand's next 50 years.
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Topics:
05:35 The Hidden Cost of 25% Tariffs on Automakers
08:45 The 2 Things That Decide Whether an OEM Wins or Loses
10:15 Why Hyundai Is Doubling Down on EVs While Others Pull Back
11:10 The Strategy Behind Hyundai’s “Seat for Every Purse” Lineup
15:30 The #1 Problem Keeping Hyundai’s CEO Up at Night
17:30 The Real Way Dealers Make Money
27:25 What’s Actually Happening With Amazon Car Buying
29:30 The Old-School Dealer Strategy That Still Wins in 2026
36:25 “Nothing Happens Until We Sell a Car”
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