A large segment of American car buyers have been completely priced out. Stellantis’ announcement of nine upcoming models under $40,000 is one of the clearest signals yet that the pendulum is swinging back. The focus is shifting from margin-at-all-costs to a renewed emphasis on volume, accessibility, and manufacturing efficiency. For dealer principals and GMs, this requires a fundamental change in mindset. The habits we built during a decade of chasing gross are not the same habits that will win the next decade. Efficiency, speed, and customer lifetime value become the key metrics for success. The next five years will be defined by how well dealerships adapt to serving the entire market, not just the top end. Watch the full episode at the link in our bio.