Tag Archives: Sales and Marketing

Hertz Buying 100,000 Tesla Vehicles for Rental Fleet, Brady Endorsement

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Hertz

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After managing to avoid what appeared to be certain death, Hertz has decided to purchase 100,000 Tesla vehicles before the end of 2022. Considering the firm was filling out Chapter 11 bankruptcy forms this time last year, the estimated $4.2 billion expenditure designed to ensure that 20 percent of its global fleet is electric does feel slightly frivolous. But Hertz says it’s getting out ahead of the curve and is interested in becoming a “mobility company,” rather than a business that just rents people automobiles.

“Electric vehicles are now mainstream, and we’ve only just begun to see rising global demand and interest,” said interim CEO Mark Fields. “The new Hertz is going to lead the way as a mobility company, starting with the largest EV rental fleet in North America and a commitment to grow our EV fleet and provide the best rental and recharging experience for leisure and business customers around the world.”

Fields joined Hertz in June, becoming CEO this October, and previously led the Ford Motor Co. from 2014 to 2017 — where he focused on transforming the automaker into a technology-focused firm. While the term itself is the Lorem Ipsum of empty industry jargon, claiming your business was going to evolve into a “mobility company” was popularized by Fields as he tried to pivot Ford toward becoming data-driven and more interested in electrification.

However, he received the boot from Blue Oval after an internal power struggle with Joe Hinrichs and took the blame for the manufacturer’s declining sales and lackluster stock performance. While we can debate whether Fields became a sacrificial lamb for angry investors or if his ideas were actually any good, Ford ultimately stayed on the pathways he laid out.

Hertz said it will begin adding Tesla products to its fleet in November. But the full 100,000 units don’t have to be purchased until the end of 2022 due to logistical worries (the chip shortage was mentioned) and making sure locations are set up to charge vehicles when not in use. Tesla renters will reportedly be given preferential treatment and subjected to a reeducation program about the merits of EVs.

From Hertz:

Hertz also is installing thousands of chargers throughout its location network. Customers who rent a Tesla Model 3 will have access to 3,000 Tesla supercharging stations throughout the U.S. and Europe.

Hertz will offer a premium and differentiated rental experience for the Tesla EVs. This includes digitized guidance to educate customers about the electric vehicle to get them on their way quickly, and coming soon, an expedited EV rental booking process through the Hertz mobile app.

With the current order, EVs will comprise more than 20 percent of Hertz global fleet and is expected to be supported by a combination of Level 2 and DC fast charging in approximately 65 markets by the end of 2022 and more than 100 markets by the end of 2023. Hertz said these ambitions could be affected by factors outside of Hertz’s control, such as semiconductor chip shortages or other constraints.

While Model 3s should be available across North America and Europe almost immediately, Hertz said it would be focusing on fielding them at metropolitan airport locations to start. To help them advertise this, they’ve opted to employ seven-time Super Bowl champion Tom Brady. Having been needlessly hard on the football legend in the past, I’ll save any negative things I have to say about him for another time. Regardless of what I think, he’s hardly a stranger to product endorsements and will undoubtedly do an exemplary job hawking rental EVs.

“Hertz is changing the game when it comes to the future of mobility and has come through for me time and time again,” Brady said. “Although the company has been around for over 100 years, their constant evolution, especially now, is something that is amazing to be a part of. I’ve been driving an EV for years and knowing Hertz is leading the way with their electric fleet speaks to how the world is changing and the way companies are approaching being environmentally and socially conscious. I’ve always loved how easy and convenient Hertz makes it for me when I’m traveling to my favorite places like New York, LA and Tampa and can’t wait to see what they continue to have in store.”

See? Despite how creepy some people understandably find him, the dude is a complete professional. Perhaps you’ll even match his football prowess if you rent from the same company that pays him money to say things.

Meanwhile, news that Hertz was buying up EVs resulted in bumping Tesla’s stock to a $1 trillion market cap. The deal brought Tesla stock to more than $1,045 per share by noon, resulting in a new record just one trading day after the shares broke $900. The stock closed up 12.66 percent at about $1,022 a share. Bloomberg cited it as the largest ever single purchase of EVs, estimating the total cost at $4.2 billion.

CEO Elon Musk issued a celebratory tweet suggesting that these were “wild times.”

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Hertz

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[Images: Hertz]

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Guyton New Mazda North American Ops President

Guyton

Appointed Mazda North American Operations (NAO) president and CEO, Jeff Guyton replaces Masahiro Moro effective June 24th. Recalled to Hiroshima, Moro becomes the newly-minted Chief Communications Officer.

Guyton’s oversight includes North America, Canada, Columbia, and Mexico, along with US and Mexican vehicle production.

Moro will handle public and investor relations, social responsibility, human resources, government affairs, and other functions.

“Mazda has invested in new products, manufacturing facilities, and an enhanced dealer experience,” Moro said.

“Jeff led Mazda’s growth in the US, strengthening the business. In his new roll, he will collaborate across the regions and continue to grow our brand.”

President of North American Operations since joining Mazda in 2019, Guyoton guided the company to year-over-year sales growth in 2020.

Guyton orchestrated Covid response programs, Mazda Financial Services launch, and Retail Evolution dealer program expansion. He served as Mazda Motor Europe president and CEO prior to joining Mazda NAO.

At Mazda Motor Europe, Guyton was executive officer and general manager of the cost planning division, before becoming the VP and Chief Financial Officer.

Starting his automotive career as a Ford financial analyst in Japan, he relocated to Dearborn, Michigan as finance manager.

Achieving a B.A. in chemistry and Asian studies in 1988 from Wittenberg University, Guyton received his MBA and masters degrees from the University of Michigan.

Mazda NAO, headquartered in Irvine, California, oversees Mazda sales, marketing, parts and customer service support in the United States and Mexico through 620 dealers. Mazda Motor de Mexico in Mexico City manages sales in Mexico.

[Image: Mazda]

Toyota’s Akio Toyoda Chosen 2021 World Car Person of the Year

Toyoda

Selected 2021 World Car Awards Person of the Year was Akio Toyoda, Toyota Motor Corporation (TMC) president and CEO.

Toyoda

“Akio Toyoda is the charismatic President and CEO of Toyota Motor Corporation. He has spent years successfully remaking his company. In 2020 despite COVID-19, under his leadership Toyota remained profitable, protecting jobs worldwide. He has maintained Toyota’s steady pace of development in the connected, autonomous, shared and electric (CASE) era. He has also initiated construction of the Woven City, an exciting, real-life prototype city of the future. All while actively participating in motorsports himself, as a driver,” said the World Car Awards in a statement.

Toyoda said, “At Toyota, we are very fortunate that we were able to protect the employment of our team members during COVID-19 and continue our work to meet the future challenge of our industry. Creating new ways to support the well-being of our planet and people everywhere is our commitment. This has been a difficult period in the history of the world. But it has also reminded us that people are what matters most. And if we at Toyota can contribute some measure of happiness to their lives, it will be my never-ending goal to do just that.”

Toyoda

Toyota joined the company in 1984, after graduating with a law degree from Keio University. He also received a masters in business administration from Wellesley, Massachusetts’ Babson College. Toyoda served in different areas of the business in Japan and overseas, before becoming a member of the TMC board of directors in 2000. He held other senior and executive vice-presidential roles until becoming TMC president in 2009.

Toyoda The World Car Person of the Year award was established in 2018 to acknowledge the contributions made by an individual in the auto industry during the previous year. The World Car Awards program hands out six awards annually, which they started doing in 2003. A group of more than 90 journalists, none of whom are a part of TheTruthAboutCars.com, made the selection.

[Images: Toyota, Babson College]