00:02:09Will Mitsubishi's Momentum 2030 Plan Work?
00:11:572026 Volkswagen Jetta sedan review and impressions
00:21:58Should Ford Kill Lincoln?
00:32:57AI Infrastructure Boom Bubble Warning
درباره این اپیزود
Drop me a text and let me know what you think of this episode!
Can Mitsubishi survive America's fiercely competitive auto market? Has Lincoln lost its reason to exist? And could the artificial intelligence boom cost ordinary Americans far more than they realize?
In this episode of The TechMobility Podcast, we tackle four stories where corporate ambition, consumer expectations, and economic reality collide.
First, Mitsubishi faces a defining moment. Its Momentum 2030 strategy promises new vehicles, expanded electrification, and stronger partnerships. But can the struggling automaker rebuild its relevance, regain market share, and convince American buyers—and dealers—that it deserves another look?
Next, I get behind the wheel of the 2026 Volkswagen Jetta. This compact sedan promises practicality and value, but does the driving experience deliver? From performance and drive modes to interior comfort, trunk space, and some surprising compromises, I examine whether the Jetta still makes sense in an SUV-dominated marketplace.
Then comes a provocative question: Should Ford kill Lincoln? Once synonymous with American luxury, Lincoln now faces serious questions about its identity, relevance, and future. Can Ford restore the brand's prestige, or has Lincoln become an expensive exercise in nostalgia?
Finally, we follow the money behind America's AI obsession. A projected $10.3 trillion infrastructure build-out could strain capital markets, increase borrowing costs, and divert investment away from smaller businesses and communities. What happens if the AI boom becomes a bubble—and taxpayers and local communities are left with the consequences?
Four stories. Billions in investment. And one uncomfortable question: Who wins, who loses, and who ultimately pays the price?
Subscribe to The TechMobility Podcast for regular analysis, share this with a friend who loves cars or follows AI, and leave a review so more people can find the show. What’s your take on Lincoln: save it or kill it?
Be sure to tell your friends to tune in to The TechMobility Podcast!
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WEBVTT
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Welcome to the Tech Mobility Podcast.
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Brought to you by Playbook Investors Network.
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Your strategic partner for unstoppable growth.
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Visit pincommunity.org to get started.
00:00:18.399 --> 00:00:19.839
I'm Ken Chester.
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On the docket, my impressions and review of the 2026 Volkswagen Jetta Sedan, the case against saving Lincoln, and AI infrastructure build-out demand.
00:00:37.359 --> 00:00:57.439
To join the conversation, be it to ask a question, share an opinion, or even suggest a topic for future discussion, call or text the Tech Mobility Hotline, that number, 872-222-9793, or you can email the show directly, talk at Techmobility.show.
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I've been talking about this for the last few weeks and want to keep it before you.
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If you are going to be in Central Iowa on October 20th, I would love to meet you.
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I've got a book signing of my new book, my first book, I'm so proud of it, to Our Entrepreneur.
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It is a system designed to help people with an idea and a full life figure it out at two hours a week to take you from getting your ideas down to one viable idea to a minimum viable offer to your first sale that wasn't family or friend.
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Two hours a week.
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That's going to be at Beaverdale Books.
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That's 2629 Beaver Avenue in Des Moines.
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And it's going to be from 6:30 to 8 o'clock p.m.
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It's a Tuesday night.
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So yeah, two-hour entrepreneur, get a chance to meet me, buy the book, I'll sign it for you.
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And I'm open.
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We've talked.
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Beaverdale Books, October 20th, 6 30 to 8 p.m., 2629 Beaver Avenue.
00:02:05.200 --> 00:02:06.400
That's in Des Moines.
00:02:06.799 --> 00:02:08.719
I would love to see you there.
00:02:09.199 --> 00:02:13.280
From the Tech Mobility News Desk, we're going to pick on Ms.
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Bishi for a bit.
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Mishubishi at one time, long time ago, had aspirations of being a full-line manufacturer.
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They had all kinds of stuff.
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They had the Gallant, they had the Diamante, they had the Lancer, they had just, they had the Endeavor minivan, not minivan, I'm sorry, their first SUV, which was built.
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It was not badge engineered.
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They built that actually in the United States in their new plant at the time in normal Illinois.
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It's funny how fortunes turn.
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Fifty years ago, Mishubishi was Chrysler's savior when Chrysler needed dependable, reliable small cars to sell.
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Mishubishi came up with the Dodge and Plymouth Colt and the Eagle and a few other vehicles that were from the Mishubishi lineup that got badge engineered or rebadged as Dodges and Plymouth.
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And it helped them.
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By the late 1980s, Mishubishi and Chrysler went in together, they created a joint venture called Diamond Star Motors, and they built an assembly plant in normal, Illinois, brand new, 1988, 1989.
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The Mishubishi Eclipse, and there was a Chrysler product that came out of there as well.
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And they did that for about 10, 15 years.
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Then Mishubishi bought Chrysler out, and it became their plant.
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And from there, and this is about 25 years ago, Mishubishi said, okay, we are going to have an initiative called Project America.
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We are going to spend$1.6 billion at this plant developing new products built here for Americans.
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Would have worked too, except for a few things that jammed them up.
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Some of that was self-inflicted, and others was wrong time.
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The self-infliction was in the early 2000s, Mishubishi came out with a 0-0-0 plan.
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Zero-down payment, zero time, zero interest.
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It was a great plan if you were buying in Mishubishi.
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It was a lousy plan for Mishubishi if your credit was bad.
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And Mishubishi got jacked up financially, really bad with that promotion.
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Then, right at the crotch of when their new uh SUV was coming out, here comes the recession.
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And they got caught.
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And little bit by little bit, they stopped selling certain vehicles in the United States.
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The Diamante went, the Gallant went.
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Eventually the Lancer went.
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The Endeavor went.
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They all went away.
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So they got down to the Outpack, the Outpack Sport, or the Outlander, I'm sorry, Outlander Sport, and their little funky thing, the Mirage.
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And the Mirage G4, by the way.
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The problem is, as they lost all that, they lost market share, they lost focus, and their dealers weren't making money.
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Got real ugly.
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Mishubishi's lifeline was to team up with Nissan and Renault.
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And if you know your automotive history, you might remember that 25 years ago, Renault stepped in to help Nissan.
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They created a combine where they platform shared some stuff and other things.
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Basically, it saved Nissan.
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It really did at the time.
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Mishobishi figured the only way it was going to survive was to team up with these two, which were having their own problems, by the way.
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But they did.
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And in fact, uh, if you look at an outlander sport, if you look at any outlander, you might recognize certain cues from Nissan.
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It's basically a Nissan rogue.
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It's different sheet metal, but there's certain there's certain tells that you know in a minute that it was from Nissan.
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And it messed up part of it, one of the best SUVs to get to enter into the Mishibishi lineup in years.
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Because their product was always kind of a playing catch-up.
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The one notable exception was the Mishibishi Lancer Evo series.
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These were lightly done over world rally cars.
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These vehicles, the Evo 9, the Evo 10, were amazing.
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I drove them.
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Incredible handling cars.
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They were fun.
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You would match that against uh the Subaru um XTI.
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Yeah, no, STI, sorry.
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Also an amazing car, but to Mishubishi's road better.
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So where does that bring us now?
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Because I wanted to give you a background where Mishubishi was.
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They've announced a plan they call Momentum 2030.
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It boils down to this a lot of new product.
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They're leaning on Nissan somewhat.
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They're gonna bring a body-on-frame pickup truck.
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Chances are it's going to be a redone version of the Nissan Frontier.
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That's not bad if you're a Mishibishi dealer.
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Not sure how I feel if you're a Nissan dealer, to be competing against your own brand in a different set of clothes.
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They're also talking about whether they're going to bring a former vehicle called the Perjero, an off-road-focused SUV that they've built in other parts of the world, known in this market as Montero.
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No final word yet if that's coming, but they're hinting it might.
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They're going to grow their availability in electrified vehicles.
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Now bear in mind, they are a small player and they are casting their lot with electrification, which means hybrids and straight up electrics.
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But they're not running away from it, they're running towards it.
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And that should be a cautionary tale.
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Because remember, everybody thought the industry would crash and burn when the government stopped with the uh tax credits.
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Guess what?
00:08:25.759 --> 00:08:26.079
No.
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No.
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Absolutely no.
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Under Mishubishi's Momentum 2030 plan, they're going to expand a U.S.
00:08:35.919 --> 00:08:38.720
lineup from a total of four models to six.
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That would include Outlander Sport, Eclipse Cross, Eclipse Sportback EV, Outlander, Outlander plug-in hybrid, and the new, more rugged Outlander variant.
00:08:51.840 --> 00:08:56.000
Mishubishi is making a commitment in this market.
00:08:56.799 --> 00:09:00.639
My question to Mishubishi is it too little, too late?
00:09:01.360 --> 00:09:06.879
We've talked about the resurgence or the upcoming of Hyundai, Kia, and Genesis.
00:09:07.120 --> 00:09:15.279
Surely the other automakers are not sitting still, and you have a group of EV manufacturers that are still here and still making it happen.
00:09:16.720 --> 00:09:18.399
It's a crowded field out there.
00:09:18.639 --> 00:09:25.360
It takes billions of dollars, and even the majors sometimes uh aim for the fences and strike out.
00:09:26.480 --> 00:09:27.840
Will this be enough?
00:09:28.159 --> 00:09:34.240
Will Mishabisha be able to claw their way back into a respectable situation in the North American marketplace?
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Will the dealers wait that long?
00:09:36.799 --> 00:09:38.320
I guess we'll see.
00:09:38.559 --> 00:09:40.320
Momentum 2030.
00:09:41.200 --> 00:09:45.759
The Volkswagen Jet has been a staple in the automakers lineup for almost 50 years.
00:09:45.919 --> 00:09:47.519
How does it stack up now?
00:09:47.840 --> 00:09:50.720
You are listening to the Tech Mobility Show.
00:09:57.759 --> 00:09:59.840
Got a business idea stuck in your head?
00:10:00.000 --> 00:10:06.080
I'm Ken Chester, and my new book, Two Hour Entrepreneur, isn't just a book, it's a complete system.
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A proven step-by-step method to build a real business in only two focused hours a week.
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No hustle, no burnout, just steady progress.
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Find it in eBook and Paperback at KennethJchester.com, Amazon, and most online stores.
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In business, opportunity doesn't wait, and neither should you.
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At Playbook Investors Network, we connect visionary entrepreneurs with the strategies, resources, and capital they need to win.
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Whether you're launching, scaling, or reimagining your business, our network turns ambition into measurable success.
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Your vision deserves more than a plan, it deserves a playbook that works.
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Playbook Investors Network, where bold ideas meet bold results.
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Visit pincommunity.org today.
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We all have that someday idea.
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This isn't just a book, it's a complete system that turns two focused hours a week into a real working business.
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Find it in ebook and paperback at KennethJ Chester.com, Amazon, and most online bookstores.
00:12:28.399 --> 00:12:32.000
Okay, I am going to take a minute to geek out for a minute.
00:12:32.240 --> 00:12:36.000
If you're a person of a certain age, you recognize that song.
00:12:36.240 --> 00:12:38.000
You recognize that comic.
00:12:57.519 --> 00:12:58.320
Really did.
00:12:58.559 --> 00:12:59.759
Could not believe it.
00:13:00.000 --> 00:13:02.159
The summer of 1967.
00:13:02.399 --> 00:13:03.919
I was all of nine.
00:13:04.159 --> 00:13:06.639
And watched that growing up into the 70s.
00:13:06.799 --> 00:13:15.600
So the fact that Volkswagen would reach out for Speed Racer, Trixie, Pops, all of them.
00:13:15.919 --> 00:13:18.159
Chim Chim, yeah, Racer X.
00:13:18.320 --> 00:13:18.879
Oh yeah.
00:13:18.960 --> 00:13:20.960
This was a flashback for sure.
00:13:21.120 --> 00:13:23.039
I enjoyed sharing this one with you.
00:13:23.200 --> 00:13:27.279
And if you remember Speed Racer, then you probably enjoyed this with me.
00:13:27.440 --> 00:13:28.320
I hope you did.
00:13:28.639 --> 00:13:36.639
The Volkswagen Jetta is a small family car developed and marketed by Volkswagen since 1979 as a 1980 model.
00:13:36.879 --> 00:13:43.600
As of April 2014, 12 years ago, Volkswagen had sold over 14 million Jettas.
00:13:43.840 --> 00:13:48.240
That's globally, making it the automaker's top-selling model.
00:13:48.720 --> 00:14:00.480
In the late 1970s, company officials saw that the hatchback body style of his Gulf, what we called rabbit in the United States, and it was smaller, lacked some of the traditional presentation of a four-door sedan.
00:14:01.039 --> 00:14:09.200
Volkswagen stylists took note of the controversial styling of the AMC Gremlin, who knew, which was a truncation of the Hornet sedan.
00:14:09.840 --> 00:14:18.480
In this case, Volkswagen reversed the process by essentially grafting a new trunk onto the tail of the Gulf to produce the larger Jetta sedan.
00:14:19.279 --> 00:14:21.919
Turns out they made the right call.
00:14:22.320 --> 00:14:31.840
The seventh and current generation of the Volkswagen Jetta arrived in 2018, being unveiled at the 2018 North American International Auto Show in Detroit.
00:14:32.080 --> 00:14:38.879
It rides on the company's MQB platform, which is shared with the Golf Hatchback and the Atlas SUV.
00:14:39.360 --> 00:14:47.679
Entry models to the VW lineup were refreshed for 2025, adding revised styling, interior refinements, and new technology.
00:14:48.240 --> 00:14:53.679
The 2026 Volkswagen Jetta is available in four trim levels, and I need to stop right here.
00:14:53.919 --> 00:14:58.879
What I'm not talking about is the JETA GLI, because it is separate.
00:14:58.960 --> 00:15:02.480
So when I say four trim levels, it does not include that model.
00:15:02.799 --> 00:15:07.279
I consider that a separate model entirely, just so you know.
00:15:08.240 --> 00:15:14.240
All Jetta models feature a remarkably low drag coefficient of just 0.26.
00:15:14.720 --> 00:15:24.159
To attain that figure, the JETA features active radiator shutter and air curtain intakes on each side, which allow air to flow smoothly past the front reel arches.
00:15:24.320 --> 00:15:30.399
To further optimize airflow, the Jetta utilizes aerodynamic wheel designs and underbody panels.
00:15:30.960 --> 00:15:42.559
Base power for the JETA is provided by a 1.5-liter turbocharged four-cylinder gasoline engine that makes 158 horsepower and 184 pound feet of torque.
00:15:42.639 --> 00:15:47.759
And if you're paying attention, yeah, it's the EA 888 configuration.
00:15:48.639 --> 00:15:53.279
Energy is transmitted to the front drive wheels via an 8-speed automatic transmission.
00:15:53.919 --> 00:16:00.080
For the base Jetta, for the regular standard Jetta, a manual gearbox is not offered.
00:16:00.320 --> 00:16:02.720
An all-wheel drive is not available.
00:16:03.519 --> 00:16:07.440
EPA fuel economy is 29 city, 40 highway.
00:16:07.759 --> 00:16:10.879
Payload capacity, 915 pounds.
00:16:11.039 --> 00:16:18.799
The Volkswagen Jetta, sold in North America, is manufactured at the Automaker's Puebla, Mexico assembly plant.
00:16:19.360 --> 00:16:21.120
So what did I like about the Jetta?
00:16:21.919 --> 00:16:24.240
Starting, performance went underway.
00:16:24.399 --> 00:16:29.120
It's smooth and solid with decent response and control to driver input.
00:16:29.440 --> 00:16:34.080
On-demand drive modes include Eco, Normal, Sport, and Custom.
00:16:34.159 --> 00:16:39.919
And I'm here to tell you you want to pick the sport mode because it optimizes sedan performance and response.
00:16:40.080 --> 00:16:42.240
In other words, that's what makes it fun.
00:16:43.120 --> 00:16:46.240
Displays, control, and switch gear are easy to read and use.
00:16:46.399 --> 00:16:54.080
It's very easy to pair your phone with this car because, trust me, I review a lot of cars throughout the year, and not every automaker is easy.
00:16:54.240 --> 00:16:55.840
In this car, it is.
00:16:56.639 --> 00:17:03.200
Dual USP ports facilitate interaction with your phone and the world at large via Bluetooth, Wi-Fi, and the internet.
00:17:03.600 --> 00:17:10.799
A large sunroof adds to the airiness of the cabin, while a large glove box swallows all of your important paperwork needed while underway.
00:17:11.119 --> 00:17:19.440
A heated steering wheel is complemented with front seats that are heated and cooled, while the rear seats feature decent legroom and outboard heated seating.
00:17:19.680 --> 00:17:26.079
The trunk area is square and well finished, which is a typical strong point for Volkswagens to dance and hatchbacks.
00:17:26.160 --> 00:17:34.160
And I am proud to say, yes, this has a spare tire that you can get to from underneath the cargo floor.
00:17:37.119 --> 00:17:39.359
And this passes my little test.
00:17:40.480 --> 00:17:42.480
So what didn't I like about the Cheddar?
00:17:43.279 --> 00:17:50.960
Even though it's a front-wheel drive model, there's a large hump in the rear seating area which restricts accommodations to two people.
00:17:51.279 --> 00:18:04.960
There are no rear USB ports, a limited availability of nooks and crannies, and surprisingly, and this blew my mind, the split folding rear seats do not even come close to folding flat with a cargo floor.
00:18:05.119 --> 00:18:08.160
And that's typically a Volkswagen benefit.
00:18:08.319 --> 00:18:10.720
So, yo, VW, what happened?
00:18:11.359 --> 00:18:15.440
The seatback releases for the split rear seat are located in the trunk.
00:18:15.519 --> 00:18:17.599
And that's a throwback to the 1980s.
00:18:17.680 --> 00:18:19.839
I was doing that in the mid-80s.
00:18:20.480 --> 00:18:22.880
I guess if it's not broke, don't fix it, right?
00:18:23.519 --> 00:18:29.519
The pass-through opening between the trunk and the passenger cabin, I found it to be small and of marginal value.
00:18:29.680 --> 00:18:32.640
I mean, there's only so much you can do with it, and it's not very big.
00:18:33.119 --> 00:18:38.240
The trunk itself has a high liftover height, which means if you're short, that's going to be a problem.
00:18:38.400 --> 00:18:43.599
Trying to get something into the trunk because you got to lift it almost to about your waist to try to get it in.
00:18:43.759 --> 00:18:46.880
I mean, it's a it's a it's it's tall and then lift over.
00:18:47.119 --> 00:18:48.640
It's always a challenge.
00:18:49.519 --> 00:18:51.759
The rear windows don't go all the way down.
00:18:52.160 --> 00:18:55.599
And the driver's seat has limited reclining capabilities.
00:18:55.839 --> 00:19:02.480
Um, it didn't recline as much as a lot of other vehicles because you might want to catch a nap, pull off the road, get some Z.
00:19:02.799 --> 00:19:04.160
This one, not so much.
00:19:05.359 --> 00:19:07.279
So, what's the bottom line here?
00:19:08.160 --> 00:19:16.160
The Jedi has grown both in size and has evolved over seven generations as an important part of the Volkswagen stable in North America.
00:19:16.480 --> 00:19:20.720
But it's still a sedan, soldiering on in the truck and SUV world.
00:19:21.119 --> 00:19:31.200
If you still have a place in your heart and a garage for a compact sedan, as opposed to a truck, crossover, or SUV, or minivan for that matter, you would do well.
00:19:31.519 --> 00:19:33.200
Consider the Volkswagen Jetta.
00:19:34.480 --> 00:19:48.000
The base manufacturer suggested retail price for the 2026 Volkswagen Jetta starts at$23,995 for the S and up to$29,995 for the SEL.
00:19:48.400 --> 00:19:52.480
Destination charges add$1,275.
00:19:53.359 --> 00:19:54.640
And it has tested.
00:20:04.400 --> 00:20:07.039
Total cost of the options,$455.
00:20:07.599 --> 00:20:14.559
Total MSRP, including options and destination charges, came to$31,725.
00:20:15.599 --> 00:20:16.960
I like driving the Jetta.
00:20:17.759 --> 00:20:21.519
Um it yeah, I like driving it overall.
00:20:21.759 --> 00:20:27.279
For four folks, I think they could have gone a little further, and I'm still a little puzzled about the fold-down seats.
00:20:27.440 --> 00:20:32.720
Either I did something wrong or they engineered it wrong, because that is not the Volkswagen way.
00:20:33.119 --> 00:20:34.000
It just isn't.
00:20:34.079 --> 00:20:38.319
I'm just so used to having all of that available, and this didn't work.
00:20:40.000 --> 00:20:42.240
Is it time to pull the plug on Lincoln?
00:20:42.319 --> 00:20:43.759
We discuss that next.
00:20:44.079 --> 00:20:46.960
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Okay.
00:22:00.240 --> 00:22:01.359
The direct question.
00:22:01.599 --> 00:22:03.759
Should Ford pull the plug on Lincoln?
00:22:04.000 --> 00:22:09.920
Have I discussed many times the automotive industry is a very competitive, capital-intense business.
00:22:10.079 --> 00:22:21.039
Successful players in the space invest many billions of dollars over long periods of time, forced to make decisions years in advance, any of which could make or break the company.
00:22:21.680 --> 00:22:25.119
Ford killed off its mid-range Mercury brand in 2011.
00:22:25.359 --> 00:22:32.400
General Motors did the same thing a few years before with Ozmobile, Pontiac, Hummer, Saturn, and Saab.
00:22:32.480 --> 00:22:34.480
Yeah, GM owned Saab at one time.
00:22:35.759 --> 00:22:41.359
Even the old Chrysler Corporation sent Plymouth to the scrap heap in 2001.
00:22:41.759 --> 00:22:49.039
And while Ford has successfully figured out trucks and SUVs, the automaker's been hit or miss with this upscale brand.
00:22:49.680 --> 00:22:51.599
This is topic B.
00:22:53.680 --> 00:22:55.599
I'm gonna give you some history.
00:22:56.319 --> 00:23:01.119
But the problem is, really, when it comes to history in Lincoln, history is the very problem it's got.
00:23:01.279 --> 00:23:02.160
It's got history.
00:23:02.480 --> 00:23:10.000
And the history is not resign is not um catching hold of potential young buyers.
00:23:10.160 --> 00:23:12.079
It's not resonating at all.
00:23:13.759 --> 00:23:16.720
I have to introduce you to a fellow by the name of Henry Leland.
00:23:17.039 --> 00:23:32.480
He was a machinist, uh, raised up in Vermont, came to Detroit, worked for a machine shop, and uh he took over the second of Ford's three companies when they pushed Henry Ford out right around 1902.
00:23:33.119 --> 00:23:47.599
The company that Leland took over was end up called Cadillac, and it was the only auto company that Billy Durant in building General Motors had to pay cash for, four and a half million dollars, in uh 1911.
00:23:48.640 --> 00:23:56.079
Reason why that's important, Henry Leland would go back again and build uh a quality car, build a second company.
00:23:56.240 --> 00:23:59.119
That motor car company was called Lincoln.
00:23:59.359 --> 00:24:03.119
And he was building high-scale, upscale cars.
00:24:03.680 --> 00:24:07.839
Then came the recession of 1921, and they got caught.
00:24:08.079 --> 00:24:09.200
They were jammed up.
00:24:09.599 --> 00:24:12.000
Henry Ford saw his opportunity to get even.
00:24:12.079 --> 00:24:17.359
He thought he would buy Lincoln and shut it down to get even with Henry Leland.
00:24:18.000 --> 00:24:19.839
His son Edsel talked him out of it.
00:24:20.160 --> 00:24:31.440
And as a matter of fact, Edzel nurtured both Mercury and Lincoln to be that quality, upscale, aspirational brand over the years.
00:24:32.480 --> 00:24:38.400
But unfortunately, and I'm going back at least 30, 35 years, Lincoln seems to have lost his way.
00:24:38.559 --> 00:24:42.240
Uh, those of us that are of a certain age, we remember the town car.
00:24:42.880 --> 00:24:50.799
You might remember the Continental, you might remember uh the Mark series, the two doors, the Mark III, the Mark IV, the Mark V.
00:24:51.759 --> 00:24:53.359
You might remember those.
00:24:54.400 --> 00:24:55.839
And then again, you might not.
00:24:56.720 --> 00:25:06.960
Here's the problem right now, even after all of this stuff, Ford tried to even build a luxury Lincoln truck and they messed that up.
00:25:07.599 --> 00:25:10.240
They tried to build something called the Lincoln Blackwood.
00:25:10.400 --> 00:25:13.039
They made 11,000 copies of it before they stopped.
00:25:13.200 --> 00:25:18.720
They tried to basically make a a um navigator with a pickup bed.
00:25:18.880 --> 00:25:22.720
It was a beautiful looking thing, but it missed in the marketplace.
00:25:23.039 --> 00:25:28.079
They'd go a few more years and Lincoln would try again with the Lincoln Mark LT.
00:25:28.160 --> 00:25:29.599
That's about 2006.
00:25:29.839 --> 00:25:37.519
Problem with that, it was a lightly, and I mean lightly, done over F-150, and everybody knew it.
00:25:37.759 --> 00:25:41.759
I could have made that truck sell because one authenticity.
00:25:41.920 --> 00:25:53.920
What I would have done, I would have started with a three-quarter ton, I would have made all-wheel drive standard, I would have massaged the performance to be smooth and luxurious while also having the brawn to do it, but Ford didn't go that way.
00:25:54.480 --> 00:25:58.000
In 2003, they introduced the aviator.
00:25:58.160 --> 00:26:08.319
The Lincoln Aviator at that time was basically a rebadged Ford Explorer and a Mercury Mountaineer, which were all based off the Ford Explorer.
00:26:08.480 --> 00:26:10.720
Mercury Mountaineer had the same problem the Aviator did.
00:26:10.799 --> 00:26:12.960
It was a vehicle looking for a market.
00:26:14.240 --> 00:26:21.680
And they discontinued it after a few years, only to bring it back about 10 or so years later, Aviator being in the marketplace.
00:26:22.640 --> 00:26:24.240
Lincoln's tried everything.
00:26:24.640 --> 00:26:34.559
They've tried hybrids, they've tried cars, they've tried cars based on Mazda frames, uh, the MKZ, uh, for example, one of their better vehicles.
00:26:34.960 --> 00:26:41.440
They tried redesigning the Continental about eight years ago on the larger Ford Taurus chassis.
00:26:42.160 --> 00:26:44.240
Brilliant car, no takers.
00:26:44.880 --> 00:26:52.960
The one bright light Lincoln's had through all of this has been the Navigator for literally almost 30 years, and that's their flagship.
00:26:53.279 --> 00:26:56.240
Everybody can relate to the Lincoln Navigator and still do.
00:26:56.880 --> 00:27:04.079
But the problem is, most people who relate to Lincoln are fleet buyers and private car uh companies.
00:27:04.720 --> 00:27:16.799
You know, when you get the black car service, used to be a Lincoln Continental, or a Lincoln MK uh MKT, which is sort of a wagon-ish thing based on the Ford Flex.
00:27:17.119 --> 00:27:19.920
If you don't know what the Ford Flex is, I'll have to explain it to you another time.
00:27:21.440 --> 00:27:26.559
Or the MKX, which was basically a glorified Ford edge.
00:27:27.119 --> 00:27:34.880
Ford couldn't figure out how to differentiate Lincoln to the point where it could command that kind of money.
00:27:35.119 --> 00:27:36.799
They'd go in half measures.
00:27:36.960 --> 00:27:41.359
They'd, okay, we'll improve it a little bit so we can differentiate before, but we're not going all the way.
00:27:41.599 --> 00:27:50.480
They never seem to go all the way or have the intestinal fortitude to stick it out, like with the Blackwood or the uh Lincoln Mark LT.
00:27:50.880 --> 00:27:54.799
I think there would have been a market for that, but they needed to do more investment.
00:27:54.960 --> 00:27:57.839
They didn't see it that way, and they tried to play off the name.
00:27:58.079 --> 00:28:07.279
Right now, once you get past the boomers, the Gen Zers, and the Millennials, young buyers are not considering Lincoln, and that's really too bad.
00:28:07.519 --> 00:28:16.880
Because the aviator and an Autolist, I did an Autolist review, I was blown away, I fell in love with it, but it's not at the top of most people's list.
00:28:17.039 --> 00:28:18.559
And yeah, I'm a boomer.
00:28:18.720 --> 00:28:21.039
So I remember what Lincoln was.
00:28:21.759 --> 00:28:28.960
So here's a question Ford can build sub brands, they've done it, they're doing it with Mustang, they're doing it with Bronco, they get it.
00:28:29.599 --> 00:28:42.799
Should Ford just kill Lincoln, start with a clean piece of paper, and build a brand new 21st century brand from scratch that doesn't have any of Lincoln's baggage that you can basically remake.
00:28:43.839 --> 00:28:47.200
Lincoln missed an opportunity about 10 years ago.
00:28:47.519 --> 00:28:53.920
And I said about it, Lincoln was going to build an EV based on Rivion's technology.
00:28:54.400 --> 00:28:56.319
And they vowed and they passed on it.
00:28:56.559 --> 00:28:59.200
And I thought it would have been an amazing vehicle.
00:28:59.759 --> 00:29:01.599
Lincoln should have struck for the fences.
00:29:01.680 --> 00:29:08.160
I think they should have came out with maybe a hybrid uh convertible, you know, an upscale hybrid convertible.
00:29:08.480 --> 00:29:09.920
But nobody's dreaming like that.
00:29:10.720 --> 00:29:12.160
Dude things differently.
00:29:12.400 --> 00:29:14.079
You know, is there room for Lincoln?
00:29:14.480 --> 00:29:16.160
Genesis is eating their lunch.
00:29:16.640 --> 00:29:19.680
And surely uh Lexus is not sitting still.
00:29:20.160 --> 00:29:23.599
Uh BMW, Audi, and Mercedes is not sitting still.
00:29:24.559 --> 00:29:26.319
Where is the place for Lincoln?
00:29:26.799 --> 00:29:29.599
Chrysler doesn't exist anymore, not the brand it used to be.
00:29:29.759 --> 00:29:31.759
Because it used to be Cadillac, Lincoln, and Chrysler.
00:29:32.000 --> 00:29:32.400
Uh-uh.
00:29:33.359 --> 00:29:37.440
And Cadillac's got its own challenges, but they're not as dire as Lincoln.
00:29:39.119 --> 00:29:41.200
This one writer's opinion says, you know what?
00:29:41.359 --> 00:29:43.119
Trash Lincoln start over.
00:29:43.759 --> 00:29:48.960
I'm thinking, hmm, you're gonna have to recreate it, but Chrysler's got the same problem.
00:29:49.200 --> 00:29:52.960
I think you've got some bones there, but you need to de dig deep.
00:29:53.119 --> 00:29:55.519
If you ain't got the product, it don't matter what you call it.
00:29:55.759 --> 00:30:00.799
You're gonna have to get the product, and Ford's gonna have to get serious about dreaming.
00:30:01.119 --> 00:30:04.480
Reach for the taxes, make it aspirational again.
00:30:04.960 --> 00:30:06.559
Lincoln's not aspirational now.
00:30:07.119 --> 00:30:12.640
Used to be, but people hanker for BMW's Mercedes and an occasional Cadillac.
00:30:13.279 --> 00:30:14.960
They're not hankering for Lincoln.
00:30:15.440 --> 00:30:19.200
And they think Chrysler's just a minivan, which is so sad.
00:30:20.880 --> 00:30:23.440
Question: Should Ford kill Lincoln?
00:30:23.920 --> 00:30:24.559
Let me know.
00:30:24.880 --> 00:30:25.839
Reach out to me.
00:30:26.240 --> 00:30:27.200
Let me know what you think.
00:30:27.359 --> 00:30:30.000
We can talk about this again in a later show.
00:30:31.200 --> 00:30:36.720
Me, I think there's some opportunity, but it's more about vision than it is execution.
00:30:37.119 --> 00:30:39.839
If there's no vision, it doesn't matter what you call it.
00:30:40.720 --> 00:30:46.160
The AI infrastructure build-out in the United States is surpassing every prior investment in American history.
00:30:46.319 --> 00:30:48.960
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00:30:56.400 --> 00:31:00.720
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Get it in ebook and paperback at KennethJchester.com, Amazon, and most online bookstores.
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Your idea finally deserves a real system.
00:32:58.640 --> 00:33:08.640
A Brookings institution study protects$10.3 trillion in AI data investment through 2032.
00:33:08.799 --> 00:33:12.079
That's in the next, let's see, the next six years.
00:33:12.400 --> 00:33:13.680
Six years.
00:33:17.759 --> 00:33:21.440
This exceeds prior build outs as a share of GDP.
00:33:22.240 --> 00:33:23.839
I'm asking questions this week.
00:33:24.000 --> 00:33:24.880
Is this a good thing?
00:33:25.680 --> 00:33:30.960
It seems that the current data center build-out is consuming more than just power and water.
00:33:31.279 --> 00:33:32.640
It's consuming capital.
00:33:33.119 --> 00:33:38.559
So what does that mean for federal, state, and local governments that need to borrow and fund projects?
00:33:38.799 --> 00:33:40.400
What does it mean for Wall Street?
00:33:40.559 --> 00:33:43.839
More importantly, what does it mean for Main Street?
00:33:44.720 --> 00:33:46.799
This is topic C.
00:33:48.400 --> 00:33:51.920
Let me tell you something right now, and I believe this with my whole heart.
00:33:52.079 --> 00:33:53.039
This is free.
00:33:53.279 --> 00:33:56.160
I'm not saying that I've got a crystal ball.
00:33:56.799 --> 00:34:00.880
But I've lived long enough to see a bubble and know a bubble when I see it.
00:34:01.119 --> 00:34:02.480
And I'm hearing the signs.
00:34:03.039 --> 00:34:04.160
Here are the signs.
00:34:04.319 --> 00:34:07.279
Number one, excessive investment.
00:34:07.440 --> 00:34:10.559
And 10.3 trillion is excessive.
00:34:10.880 --> 00:34:14.239
Um, the rise of way cheaper substitutes.
00:34:14.480 --> 00:34:20.639
China has developed what they call open source AI models that cost a fraction.
00:34:20.800 --> 00:34:27.039
And they're not even talking billions, barely millions, and uh single millions, not hundreds of millions.
00:34:27.519 --> 00:34:33.039
They're building their data centers to be sustainable energy and they're building them smaller.
00:34:34.960 --> 00:34:45.199
The problem I've got is that this money is far and above what these companies in big data can generate on their own.
00:34:45.280 --> 00:34:46.880
So they're coming to the market.
00:34:47.599 --> 00:34:50.239
And it's like a giant vacuum cleaner.
00:34:50.800 --> 00:34:56.000
Because there's demand for debt, investors are gonna want a higher percentage.
00:34:56.159 --> 00:34:58.079
That is for everybody.
00:34:58.400 --> 00:34:59.599
And what are you gonna fund?
00:34:59.679 --> 00:35:05.760
Are you gonna fund a$2 trillion project as opposed to you needing to borrow a quarter of a million dollars for your business?
00:35:06.000 --> 00:35:22.559
And the fact that because they borrowed that and hoovered up uh the capital, making capital scarce now for everybody else, and raising the price that we all have to pay to borrow money to run businesses, finance inventory, or expand, it's gonna impact everybody.
00:35:22.880 --> 00:35:34.320
Cities and towns very often go to barn referendums, they borrow money for infrastructure projects, sewer treatments, schools, uh civic buildings, roads, highways.
00:35:34.800 --> 00:35:37.840
And they spread that out over 20, 30 years or more.
00:35:38.320 --> 00:35:44.159
Again, they're in the same market, but again,$10.3 trillion.
00:35:44.800 --> 00:35:49.360
That is more than a trillion dollars a year every year for the next six.
00:35:51.280 --> 00:35:58.960
When you're pulling that kind of money out and everybody is competing, let's talk about this.
00:35:59.280 --> 00:36:04.559
Let's talk about the people who choose to invest this money rather than lend it to them.
00:36:05.199 --> 00:36:08.559
Typically, an investor is looking for a return.
00:36:08.960 --> 00:36:14.960
If you are borrowing that kind of money, you need a return that is astronomical.
00:36:15.920 --> 00:36:26.159
And according to this story about infrastructure, they're talking about if you're gonna invest in this company, you are looking for a return, you're looking for a business that must grow 80% a year.
00:36:26.400 --> 00:36:29.920
That's not possible in nobody's world.
00:36:30.079 --> 00:36:31.039
That's not possible.
00:36:31.440 --> 00:36:32.960
This isn't sustainable.
00:36:33.440 --> 00:36:36.960
The people who are fighting data centers, let me tell you something.
00:36:37.440 --> 00:36:38.960
You're on the right track.
00:36:39.760 --> 00:36:43.519
If you can limit data centers, I'm gonna tell you why it's the right track.
00:36:43.679 --> 00:36:44.719
This is a bubble.
00:36:44.880 --> 00:36:46.639
This borrowing is not sustainable.
00:36:46.800 --> 00:36:54.159
It is sucking up everything, it's sucking up talent, electricians, construction workers, cement, steel, everything.
00:36:54.800 --> 00:37:01.920
Meaning the rest of the economy has got to compete against it and pay more to do it, which is gonna squeeze folks out at the lower end of the market.
00:37:02.800 --> 00:37:05.280
And it's gonna cause some problems elsewhere.
00:37:05.519 --> 00:37:12.880
Cities that can't afford to borrow to improve infrastructure, main street businesses, farmers who need to borrow for next year's crop.
00:37:13.280 --> 00:37:14.880
People want to buy a house.
00:37:15.760 --> 00:37:17.599
All sorts of things get impacted.
00:37:17.760 --> 00:37:18.719
You want to buy a car.
00:37:18.800 --> 00:37:25.760
Again, the credit's being hoovered up into these data center projects, they are borrowing at that level.
00:37:26.000 --> 00:37:29.280
It is the highest level in American history.
00:37:29.519 --> 00:37:34.079
And at this level, other folks will figure it out for way less money.
00:37:34.320 --> 00:37:41.760
And when that happens, and these data centers that they want to build, these huge data centers are suddenly going to become surplus.
00:37:42.000 --> 00:38:00.000
But here's the problem: the cities and towns that agreed to do it, the utilities that scaled up to handle it, the water utility, the electric utility with the substations and all the capital they had to spend looking at a 20 to 30 year timeline, because that is how utilities work.
00:38:00.159 --> 00:38:02.000
They don't build it for the next five years.
00:38:02.159 --> 00:38:06.400
When they put plan in, they're looking at 25 to 30 years life.
00:38:06.639 --> 00:38:09.679
And that's how they spread their returns and everything.
00:38:09.920 --> 00:38:16.639
If the very customer that they're building this for goes belly up, don't count on the government to bail them out.
00:38:16.800 --> 00:38:22.880
That's gonna, you're gonna bail them out as a ratepayer through higher rates so the utility don't go broke.
00:38:23.119 --> 00:38:38.880
The water utility, the electric utility, your sewerage treatment plant, the roads that the city or the county or the state built to the place, the tax abatements that they got in lieu of, which means you're not even getting the benefit of the taxes.
00:38:39.039 --> 00:38:44.639
For at least five or ten years, we just had this happen in Iowa with a steel plant, if it ever gets built.
00:38:44.880 --> 00:38:47.440
But here, this is way worse.
00:38:47.760 --> 00:38:49.119
Way worse.
00:38:50.320 --> 00:38:52.480
Because it's just not sustainable.
00:38:52.639 --> 00:38:53.519
It's not.
00:38:53.760 --> 00:39:02.800
Even the Fed chairman pointed to hyperscaler borrowing, which is what they call it, as a factor lifting long-term rates, not just short-term.
00:39:02.960 --> 00:39:15.519
If you're looking at, again, an infrastructure project or a real estate project that has 25, 30 year maturity, the rates that you're paying now is a result of what these folks are borrowing.
00:39:16.159 --> 00:39:18.719
Because they're driving up demand for funds.
00:39:18.880 --> 00:39:24.639
And it's and at the rate that they're requiring funds is creating a real draw on the market.
00:39:25.039 --> 00:39:39.599
Do you realize that what they're talking about is one-fourth of our total uh uh government debt, which is at 40 trillion, and they're going to spend 10.3 in the next six years?
00:39:40.239 --> 00:39:41.920
It's not sustainable.
00:39:43.360 --> 00:39:54.719
Railroads, the auto industry, the computer industry, the personal computer industry, the internet, mobile apps, AI.
00:39:56.239 --> 00:40:03.119
Every single one of those major technological breakthroughs required tons of money.
00:40:03.360 --> 00:40:06.000
Investors ran, borrowers gave.
00:40:06.239 --> 00:40:08.159
The first companies usually went belly up.
00:40:08.239 --> 00:40:15.440
They either ran out of money, got forced to merge, or could not scale to the point where they would be profitable.
00:40:16.079 --> 00:40:20.400
The people in bankruptcy court are the usually the ones they got it for pennies on the dollar.
00:40:21.280 --> 00:40:27.440
What happens if you have all a big data center just outside of your town that is now not usable?
00:40:27.519 --> 00:40:28.880
It's surplus.
00:40:29.519 --> 00:40:41.519
Ask Amazon three years ago when they started canceling warehouses because of the downturn after COVID, and they didn't need all those warehouses they were planning to build.
00:40:42.079 --> 00:40:56.000
This build out is also driving inflation through computers, peripherals, and semiconductors cost 20% more back in August when compared to just a month a year prior, with the same month a year prior.
00:40:56.159 --> 00:40:57.360
Everything's going up.
00:40:57.599 --> 00:41:01.599
The question is, are you going to be situated uh when this crashes?
00:41:01.760 --> 00:41:04.639
And it will, because they can't sustain it.
00:41:04.960 --> 00:41:10.159
And we're all feeling the pinch, and you thought it was just the water and the land and the talent.
00:41:10.320 --> 00:41:12.239
But it's actually more than that.
00:41:31.679 --> 00:41:33.360
Reading a book is easy.
00:41:33.599 --> 00:41:34.880
Doing the work is hard.
00:41:35.039 --> 00:41:36.400
I'm Ken Chester.
00:41:36.639 --> 00:41:45.840
My two-hour entrepreneur accountability system turns my proven method into weekly do the work assignments that build your business two hours at a time.
00:41:46.159 --> 00:41:47.119
Not sure yet?
00:41:47.280 --> 00:41:53.280
Get a free chapter before you buy at free-chapter.kennethjchester.com.
00:41:53.679 --> 00:41:55.440
Read it, then decide.
00:41:55.760 --> 00:41:58.320
Your idea finally deserves a real system.
00:41:59.840 --> 00:42:03.360
In business, opportunity doesn't wait, and neither should you.
00:42:03.519 --> 00:42:10.880
At Playbook Investors Network, we connect visionary entrepreneurs with the strategies, resources, and capital they need to win.
00:42:11.039 --> 00:42:17.679
Whether you're launching, scaling, or reimagining your business, our network turns ambition into measurable success.
00:42:17.840 --> 00:42:19.920
Your vision deserves more than a plan.
00:42:20.079 --> 00:42:22.079
It deserves a playbook that works.
00:42:22.320 --> 00:42:26.320
Playbook Investors Network, where bold ideas meet bold results.
00:42:26.480 --> 00:42:29.119
Visit pincommunity.org today.
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00:43:02.400 --> 00:43:04.480
Got a business idea stuck in your head?
00:43:04.639 --> 00:43:10.719
I'm Ken Chester, and my new book, Two Hour Entrepreneur, isn't just a book, it's a complete system.
00:43:10.960 --> 00:43:16.480
A proven step by step method to build a real business in only two focused hours a week.
00:43:16.719 --> 00:43:20.239
No hustle, no burnout, just steady progress.
00:43:20.480 --> 00:43:26.960
Find it in ebook and paperback at kennethjchester.com, Amazon, and most online stores.
00:00:07.839 --> 00:00:10.320
Welcome to the Tech Mobility Podcast.
00:00:10.400 --> 00:00:12.640
Brought to you by Playbook Investors Network.
00:00:12.800 --> 00:00:15.119
Your strategic partner for unstoppable growth.
00:00:15.279 --> 00:00:18.160
Visit pincommunity.org to get started.
00:00:18.399 --> 00:00:19.839
I'm Ken Chester.
00:00:21.280 --> 00:00:36.320
On the docket, my impressions and review of the 2026 Volkswagen Jetta Sedan, the case against saving Lincoln, and AI infrastructure build-out demand.
00:00:37.359 --> 00:00:57.439
To join the conversation, be it to ask a question, share an opinion, or even suggest a topic for future discussion, call or text the Tech Mobility Hotline, that number, 872-222-9793, or you can email the show directly, talk at Techmobility.show.
00:00:58.479 --> 00:01:02.479
I've been talking about this for the last few weeks and want to keep it before you.
00:01:02.799 --> 00:01:10.560
If you are going to be in Central Iowa on October 20th, I would love to meet you.
00:01:10.719 --> 00:01:18.000
I've got a book signing of my new book, my first book, I'm so proud of it, to Our Entrepreneur.
00:01:18.319 --> 00:01:36.799
It is a system designed to help people with an idea and a full life figure it out at two hours a week to take you from getting your ideas down to one viable idea to a minimum viable offer to your first sale that wasn't family or friend.
00:01:37.280 --> 00:01:38.560
Two hours a week.
00:01:38.799 --> 00:01:41.599
That's going to be at Beaverdale Books.
00:01:41.760 --> 00:01:45.120
That's 2629 Beaver Avenue in Des Moines.
00:01:45.359 --> 00:01:48.719
And it's going to be from 6:30 to 8 o'clock p.m.
00:01:49.040 --> 00:01:50.319
It's a Tuesday night.
00:01:50.480 --> 00:01:55.519
So yeah, two-hour entrepreneur, get a chance to meet me, buy the book, I'll sign it for you.
00:01:55.680 --> 00:01:56.480
And I'm open.
00:01:56.560 --> 00:01:57.200
We've talked.
00:01:57.439 --> 00:02:05.040
Beaverdale Books, October 20th, 6 30 to 8 p.m., 2629 Beaver Avenue.
00:02:05.200 --> 00:02:06.400
That's in Des Moines.
00:02:06.799 --> 00:02:08.719
I would love to see you there.
00:02:09.199 --> 00:02:13.280
From the Tech Mobility News Desk, we're going to pick on Ms.
00:02:13.599 --> 00:02:14.639
Bishi for a bit.
00:02:15.439 --> 00:02:25.919
Mishubishi at one time, long time ago, had aspirations of being a full-line manufacturer.
00:02:26.560 --> 00:02:28.080
They had all kinds of stuff.
00:02:28.159 --> 00:02:40.479
They had the Gallant, they had the Diamante, they had the Lancer, they had just, they had the Endeavor minivan, not minivan, I'm sorry, their first SUV, which was built.
00:02:40.560 --> 00:02:42.159
It was not badge engineered.
00:02:42.319 --> 00:02:49.360
They built that actually in the United States in their new plant at the time in normal Illinois.
00:02:50.560 --> 00:02:53.360
It's funny how fortunes turn.
00:02:54.240 --> 00:03:03.280
Fifty years ago, Mishubishi was Chrysler's savior when Chrysler needed dependable, reliable small cars to sell.
00:03:03.759 --> 00:03:17.280
Mishubishi came up with the Dodge and Plymouth Colt and the Eagle and a few other vehicles that were from the Mishubishi lineup that got badge engineered or rebadged as Dodges and Plymouth.
00:03:19.360 --> 00:03:20.479
And it helped them.
00:03:21.280 --> 00:03:36.639
By the late 1980s, Mishubishi and Chrysler went in together, they created a joint venture called Diamond Star Motors, and they built an assembly plant in normal, Illinois, brand new, 1988, 1989.
00:03:36.800 --> 00:03:41.840
The Mishubishi Eclipse, and there was a Chrysler product that came out of there as well.
00:03:42.560 --> 00:03:45.199
And they did that for about 10, 15 years.
00:03:45.360 --> 00:03:49.919
Then Mishubishi bought Chrysler out, and it became their plant.
00:03:50.159 --> 00:03:58.879
And from there, and this is about 25 years ago, Mishubishi said, okay, we are going to have an initiative called Project America.
00:03:59.199 --> 00:04:08.319
We are going to spend$1.6 billion at this plant developing new products built here for Americans.
00:04:08.879 --> 00:04:12.719
Would have worked too, except for a few things that jammed them up.
00:04:12.879 --> 00:04:16.399
Some of that was self-inflicted, and others was wrong time.
00:04:16.959 --> 00:04:24.160
The self-infliction was in the early 2000s, Mishubishi came out with a 0-0-0 plan.
00:04:24.720 --> 00:04:28.560
Zero-down payment, zero time, zero interest.
00:04:29.040 --> 00:04:31.439
It was a great plan if you were buying in Mishubishi.
00:04:31.519 --> 00:04:35.120
It was a lousy plan for Mishubishi if your credit was bad.
00:04:35.360 --> 00:04:41.120
And Mishubishi got jacked up financially, really bad with that promotion.
00:04:42.079 --> 00:04:49.199
Then, right at the crotch of when their new uh SUV was coming out, here comes the recession.
00:04:49.680 --> 00:04:51.279
And they got caught.
00:04:51.519 --> 00:04:57.040
And little bit by little bit, they stopped selling certain vehicles in the United States.
00:04:57.279 --> 00:04:59.920
The Diamante went, the Gallant went.
00:05:00.160 --> 00:05:02.000
Eventually the Lancer went.
00:05:02.319 --> 00:05:03.360
The Endeavor went.
00:05:03.439 --> 00:05:04.480
They all went away.
00:05:04.800 --> 00:05:14.480
So they got down to the Outpack, the Outpack Sport, or the Outlander, I'm sorry, Outlander Sport, and their little funky thing, the Mirage.
00:05:15.120 --> 00:05:17.680
And the Mirage G4, by the way.
00:05:19.040 --> 00:05:28.079
The problem is, as they lost all that, they lost market share, they lost focus, and their dealers weren't making money.
00:05:28.480 --> 00:05:29.759
Got real ugly.
00:05:30.160 --> 00:05:35.600
Mishubishi's lifeline was to team up with Nissan and Renault.
00:05:35.759 --> 00:05:43.040
And if you know your automotive history, you might remember that 25 years ago, Renault stepped in to help Nissan.
00:05:43.120 --> 00:05:47.439
They created a combine where they platform shared some stuff and other things.
00:05:47.600 --> 00:05:49.199
Basically, it saved Nissan.
00:05:49.279 --> 00:05:50.480
It really did at the time.
00:05:51.279 --> 00:05:58.000
Mishobishi figured the only way it was going to survive was to team up with these two, which were having their own problems, by the way.
00:05:58.399 --> 00:05:59.360
But they did.
00:06:00.000 --> 00:06:10.240
And in fact, uh, if you look at an outlander sport, if you look at any outlander, you might recognize certain cues from Nissan.
00:06:10.720 --> 00:06:12.639
It's basically a Nissan rogue.
00:06:13.759 --> 00:06:19.920
It's different sheet metal, but there's certain there's certain tells that you know in a minute that it was from Nissan.
00:06:20.000 --> 00:06:28.959
And it messed up part of it, one of the best SUVs to get to enter into the Mishibishi lineup in years.
00:06:29.360 --> 00:06:32.720
Because their product was always kind of a playing catch-up.
00:06:33.360 --> 00:06:39.920
The one notable exception was the Mishibishi Lancer Evo series.
00:06:40.160 --> 00:06:43.519
These were lightly done over world rally cars.
00:06:43.759 --> 00:06:48.879
These vehicles, the Evo 9, the Evo 10, were amazing.
00:06:49.040 --> 00:06:50.079
I drove them.
00:06:50.639 --> 00:06:52.560
Incredible handling cars.
00:06:52.720 --> 00:06:53.519
They were fun.
00:06:53.759 --> 00:06:58.639
You would match that against uh the Subaru um XTI.
00:06:59.920 --> 00:07:02.560
Yeah, no, STI, sorry.
00:07:03.120 --> 00:07:06.480
Also an amazing car, but to Mishubishi's road better.
00:07:06.879 --> 00:07:08.319
So where does that bring us now?
00:07:08.480 --> 00:07:11.600
Because I wanted to give you a background where Mishubishi was.
00:07:12.879 --> 00:07:17.279
They've announced a plan they call Momentum 2030.
00:07:17.759 --> 00:07:20.560
It boils down to this a lot of new product.
00:07:20.720 --> 00:07:22.480
They're leaning on Nissan somewhat.
00:07:22.800 --> 00:07:25.279
They're gonna bring a body-on-frame pickup truck.
00:07:25.439 --> 00:07:31.040
Chances are it's going to be a redone version of the Nissan Frontier.
00:07:31.600 --> 00:07:34.000
That's not bad if you're a Mishibishi dealer.
00:07:34.240 --> 00:07:40.240
Not sure how I feel if you're a Nissan dealer, to be competing against your own brand in a different set of clothes.
00:07:41.040 --> 00:07:53.600
They're also talking about whether they're going to bring a former vehicle called the Perjero, an off-road-focused SUV that they've built in other parts of the world, known in this market as Montero.
00:07:54.160 --> 00:07:58.240
No final word yet if that's coming, but they're hinting it might.
00:07:59.199 --> 00:08:02.879
They're going to grow their availability in electrified vehicles.
00:08:02.959 --> 00:08:12.240
Now bear in mind, they are a small player and they are casting their lot with electrification, which means hybrids and straight up electrics.
00:08:12.399 --> 00:08:14.800
But they're not running away from it, they're running towards it.
00:08:14.959 --> 00:08:16.480
And that should be a cautionary tale.
00:08:16.639 --> 00:08:24.480
Because remember, everybody thought the industry would crash and burn when the government stopped with the uh tax credits.
00:08:24.639 --> 00:08:25.439
Guess what?
00:08:25.759 --> 00:08:26.079
No.
00:08:27.439 --> 00:08:27.759
No.
00:08:28.800 --> 00:08:30.000
Absolutely no.
00:08:31.040 --> 00:08:35.840
Under Mishubishi's Momentum 2030 plan, they're going to expand a U.S.
00:08:35.919 --> 00:08:38.720
lineup from a total of four models to six.
00:08:38.879 --> 00:08:50.639
That would include Outlander Sport, Eclipse Cross, Eclipse Sportback EV, Outlander, Outlander plug-in hybrid, and the new, more rugged Outlander variant.
00:08:51.840 --> 00:08:56.000
Mishubishi is making a commitment in this market.
00:08:56.799 --> 00:09:00.639
My question to Mishubishi is it too little, too late?
00:09:01.360 --> 00:09:06.879
We've talked about the resurgence or the upcoming of Hyundai, Kia, and Genesis.
00:09:07.120 --> 00:09:15.279
Surely the other automakers are not sitting still, and you have a group of EV manufacturers that are still here and still making it happen.
00:09:16.720 --> 00:09:18.399
It's a crowded field out there.
00:09:18.639 --> 00:09:25.360
It takes billions of dollars, and even the majors sometimes uh aim for the fences and strike out.
00:09:26.480 --> 00:09:27.840
Will this be enough?
00:09:28.159 --> 00:09:34.240
Will Mishabisha be able to claw their way back into a respectable situation in the North American marketplace?
00:09:34.480 --> 00:09:36.480
Will the dealers wait that long?
00:09:36.799 --> 00:09:38.320
I guess we'll see.
00:09:38.559 --> 00:09:40.320
Momentum 2030.
00:09:41.200 --> 00:09:45.759
The Volkswagen Jet has been a staple in the automakers lineup for almost 50 years.
00:09:45.919 --> 00:09:47.519
How does it stack up now?
00:09:47.840 --> 00:09:50.720
You are listening to the Tech Mobility Show.
00:09:57.759 --> 00:09:59.840
Got a business idea stuck in your head?
00:10:00.000 --> 00:10:06.080
I'm Ken Chester, and my new book, Two Hour Entrepreneur, isn't just a book, it's a complete system.
00:10:06.399 --> 00:10:11.919
A proven step-by-step method to build a real business in only two focused hours a week.
00:10:12.080 --> 00:10:15.679
No hustle, no burnout, just steady progress.
00:10:15.840 --> 00:10:22.320
Find it in eBook and Paperback at KennethJchester.com, Amazon, and most online stores.
00:10:24.000 --> 00:10:27.519
In business, opportunity doesn't wait, and neither should you.
00:10:27.600 --> 00:10:35.039
At Playbook Investors Network, we connect visionary entrepreneurs with the strategies, resources, and capital they need to win.
00:10:35.200 --> 00:10:41.840
Whether you're launching, scaling, or reimagining your business, our network turns ambition into measurable success.
00:10:42.000 --> 00:10:46.240
Your vision deserves more than a plan, it deserves a playbook that works.
00:10:46.480 --> 00:10:50.480
Playbook Investors Network, where bold ideas meet bold results.
00:10:50.639 --> 00:10:53.440
Visit pincommunity.org today.
00:10:54.240 --> 00:10:58.720
Are you tired of jumping multiple apps and platforms for meetings, webinars, and staying connected?
00:10:58.879 --> 00:11:03.440
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00:11:03.600 --> 00:11:10.320
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00:11:12.399 --> 00:11:13.200
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00:11:13.360 --> 00:11:15.440
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00:11:18.320 --> 00:11:21.279
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00:11:28.480 --> 00:11:30.480
We all have that someday idea.
00:11:30.639 --> 00:11:35.600
I'm Ken Chester, and I wrote to Our Entrepreneur to finally help you start yours.
00:11:35.759 --> 00:11:42.480
This isn't just a book, it's a complete system that turns two focused hours a week into a real working business.
00:11:42.799 --> 00:11:45.200
Practical steps, not empty motivation.
00:11:45.360 --> 00:11:52.399
Find it in ebook and paperback at KennethJ Chester.com, Amazon, and most online bookstores.
00:12:28.399 --> 00:12:32.000
Okay, I am going to take a minute to geek out for a minute.
00:12:32.240 --> 00:12:36.000
If you're a person of a certain age, you recognize that song.
00:12:36.240 --> 00:12:38.000
You recognize that comic.
00:12:57.519 --> 00:12:58.320
Really did.
00:12:58.559 --> 00:12:59.759
Could not believe it.
00:13:00.000 --> 00:13:02.159
The summer of 1967.
00:13:02.399 --> 00:13:03.919
I was all of nine.
00:13:04.159 --> 00:13:06.639
And watched that growing up into the 70s.
00:13:06.799 --> 00:13:15.600
So the fact that Volkswagen would reach out for Speed Racer, Trixie, Pops, all of them.
00:13:15.919 --> 00:13:18.159
Chim Chim, yeah, Racer X.
00:13:18.320 --> 00:13:18.879
Oh yeah.
00:13:18.960 --> 00:13:20.960
This was a flashback for sure.
00:13:21.120 --> 00:13:23.039
I enjoyed sharing this one with you.
00:13:23.200 --> 00:13:27.279
And if you remember Speed Racer, then you probably enjoyed this with me.
00:13:27.440 --> 00:13:28.320
I hope you did.
00:13:28.639 --> 00:13:36.639
The Volkswagen Jetta is a small family car developed and marketed by Volkswagen since 1979 as a 1980 model.
00:13:36.879 --> 00:13:43.600
As of April 2014, 12 years ago, Volkswagen had sold over 14 million Jettas.
00:13:43.840 --> 00:13:48.240
That's globally, making it the automaker's top-selling model.
00:13:48.720 --> 00:14:00.480
In the late 1970s, company officials saw that the hatchback body style of his Gulf, what we called rabbit in the United States, and it was smaller, lacked some of the traditional presentation of a four-door sedan.
00:14:01.039 --> 00:14:09.200
Volkswagen stylists took note of the controversial styling of the AMC Gremlin, who knew, which was a truncation of the Hornet sedan.
00:14:09.840 --> 00:14:18.480
In this case, Volkswagen reversed the process by essentially grafting a new trunk onto the tail of the Gulf to produce the larger Jetta sedan.
00:14:19.279 --> 00:14:21.919
Turns out they made the right call.
00:14:22.320 --> 00:14:31.840
The seventh and current generation of the Volkswagen Jetta arrived in 2018, being unveiled at the 2018 North American International Auto Show in Detroit.
00:14:32.080 --> 00:14:38.879
It rides on the company's MQB platform, which is shared with the Golf Hatchback and the Atlas SUV.
00:14:39.360 --> 00:14:47.679
Entry models to the VW lineup were refreshed for 2025, adding revised styling, interior refinements, and new technology.
00:14:48.240 --> 00:14:53.679
The 2026 Volkswagen Jetta is available in four trim levels, and I need to stop right here.
00:14:53.919 --> 00:14:58.879
What I'm not talking about is the JETA GLI, because it is separate.
00:14:58.960 --> 00:15:02.480
So when I say four trim levels, it does not include that model.
00:15:02.799 --> 00:15:07.279
I consider that a separate model entirely, just so you know.
00:15:08.240 --> 00:15:14.240
All Jetta models feature a remarkably low drag coefficient of just 0.26.
00:15:14.720 --> 00:15:24.159
To attain that figure, the JETA features active radiator shutter and air curtain intakes on each side, which allow air to flow smoothly past the front reel arches.
00:15:24.320 --> 00:15:30.399
To further optimize airflow, the Jetta utilizes aerodynamic wheel designs and underbody panels.
00:15:30.960 --> 00:15:42.559
Base power for the JETA is provided by a 1.5-liter turbocharged four-cylinder gasoline engine that makes 158 horsepower and 184 pound feet of torque.
00:15:42.639 --> 00:15:47.759
And if you're paying attention, yeah, it's the EA 888 configuration.
00:15:48.639 --> 00:15:53.279
Energy is transmitted to the front drive wheels via an 8-speed automatic transmission.
00:15:53.919 --> 00:16:00.080
For the base Jetta, for the regular standard Jetta, a manual gearbox is not offered.
00:16:00.320 --> 00:16:02.720
An all-wheel drive is not available.
00:16:03.519 --> 00:16:07.440
EPA fuel economy is 29 city, 40 highway.
00:16:07.759 --> 00:16:10.879
Payload capacity, 915 pounds.
00:16:11.039 --> 00:16:18.799
The Volkswagen Jetta, sold in North America, is manufactured at the Automaker's Puebla, Mexico assembly plant.
00:16:19.360 --> 00:16:21.120
So what did I like about the Jetta?
00:16:21.919 --> 00:16:24.240
Starting, performance went underway.
00:16:24.399 --> 00:16:29.120
It's smooth and solid with decent response and control to driver input.
00:16:29.440 --> 00:16:34.080
On-demand drive modes include Eco, Normal, Sport, and Custom.
00:16:34.159 --> 00:16:39.919
And I'm here to tell you you want to pick the sport mode because it optimizes sedan performance and response.
00:16:40.080 --> 00:16:42.240
In other words, that's what makes it fun.
00:16:43.120 --> 00:16:46.240
Displays, control, and switch gear are easy to read and use.
00:16:46.399 --> 00:16:54.080
It's very easy to pair your phone with this car because, trust me, I review a lot of cars throughout the year, and not every automaker is easy.
00:16:54.240 --> 00:16:55.840
In this car, it is.
00:16:56.639 --> 00:17:03.200
Dual USP ports facilitate interaction with your phone and the world at large via Bluetooth, Wi-Fi, and the internet.
00:17:03.600 --> 00:17:10.799
A large sunroof adds to the airiness of the cabin, while a large glove box swallows all of your important paperwork needed while underway.
00:17:11.119 --> 00:17:19.440
A heated steering wheel is complemented with front seats that are heated and cooled, while the rear seats feature decent legroom and outboard heated seating.
00:17:19.680 --> 00:17:26.079
The trunk area is square and well finished, which is a typical strong point for Volkswagens to dance and hatchbacks.
00:17:26.160 --> 00:17:34.160
And I am proud to say, yes, this has a spare tire that you can get to from underneath the cargo floor.
00:17:37.119 --> 00:17:39.359
And this passes my little test.
00:17:40.480 --> 00:17:42.480
So what didn't I like about the Cheddar?
00:17:43.279 --> 00:17:50.960
Even though it's a front-wheel drive model, there's a large hump in the rear seating area which restricts accommodations to two people.
00:17:51.279 --> 00:18:04.960
There are no rear USB ports, a limited availability of nooks and crannies, and surprisingly, and this blew my mind, the split folding rear seats do not even come close to folding flat with a cargo floor.
00:18:05.119 --> 00:18:08.160
And that's typically a Volkswagen benefit.
00:18:08.319 --> 00:18:10.720
So, yo, VW, what happened?
00:18:11.359 --> 00:18:15.440
The seatback releases for the split rear seat are located in the trunk.
00:18:15.519 --> 00:18:17.599
And that's a throwback to the 1980s.
00:18:17.680 --> 00:18:19.839
I was doing that in the mid-80s.
00:18:20.480 --> 00:18:22.880
I guess if it's not broke, don't fix it, right?
00:18:23.519 --> 00:18:29.519
The pass-through opening between the trunk and the passenger cabin, I found it to be small and of marginal value.
00:18:29.680 --> 00:18:32.640
I mean, there's only so much you can do with it, and it's not very big.
00:18:33.119 --> 00:18:38.240
The trunk itself has a high liftover height, which means if you're short, that's going to be a problem.
00:18:38.400 --> 00:18:43.599
Trying to get something into the trunk because you got to lift it almost to about your waist to try to get it in.
00:18:43.759 --> 00:18:46.880
I mean, it's a it's a it's it's tall and then lift over.
00:18:47.119 --> 00:18:48.640
It's always a challenge.
00:18:49.519 --> 00:18:51.759
The rear windows don't go all the way down.
00:18:52.160 --> 00:18:55.599
And the driver's seat has limited reclining capabilities.
00:18:55.839 --> 00:19:02.480
Um, it didn't recline as much as a lot of other vehicles because you might want to catch a nap, pull off the road, get some Z.
00:19:02.799 --> 00:19:04.160
This one, not so much.
00:19:05.359 --> 00:19:07.279
So, what's the bottom line here?
00:19:08.160 --> 00:19:16.160
The Jedi has grown both in size and has evolved over seven generations as an important part of the Volkswagen stable in North America.
00:19:16.480 --> 00:19:20.720
But it's still a sedan, soldiering on in the truck and SUV world.
00:19:21.119 --> 00:19:31.200
If you still have a place in your heart and a garage for a compact sedan, as opposed to a truck, crossover, or SUV, or minivan for that matter, you would do well.
00:19:31.519 --> 00:19:33.200
Consider the Volkswagen Jetta.
00:19:34.480 --> 00:19:48.000
The base manufacturer suggested retail price for the 2026 Volkswagen Jetta starts at$23,995 for the S and up to$29,995 for the SEL.
00:19:48.400 --> 00:19:52.480
Destination charges add$1,275.
00:19:53.359 --> 00:19:54.640
And it has tested.
00:20:04.400 --> 00:20:07.039
Total cost of the options,$455.
00:20:07.599 --> 00:20:14.559
Total MSRP, including options and destination charges, came to$31,725.
00:20:15.599 --> 00:20:16.960
I like driving the Jetta.
00:20:17.759 --> 00:20:21.519
Um it yeah, I like driving it overall.
00:20:21.759 --> 00:20:27.279
For four folks, I think they could have gone a little further, and I'm still a little puzzled about the fold-down seats.
00:20:27.440 --> 00:20:32.720
Either I did something wrong or they engineered it wrong, because that is not the Volkswagen way.
00:20:33.119 --> 00:20:34.000
It just isn't.
00:20:34.079 --> 00:20:38.319
I'm just so used to having all of that available, and this didn't work.
00:20:40.000 --> 00:20:42.240
Is it time to pull the plug on Lincoln?
00:20:42.319 --> 00:20:43.759
We discuss that next.
00:20:44.079 --> 00:20:46.960
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Okay.
00:22:00.240 --> 00:22:01.359
The direct question.
00:22:01.599 --> 00:22:03.759
Should Ford pull the plug on Lincoln?
00:22:04.000 --> 00:22:09.920
Have I discussed many times the automotive industry is a very competitive, capital-intense business.
00:22:10.079 --> 00:22:21.039
Successful players in the space invest many billions of dollars over long periods of time, forced to make decisions years in advance, any of which could make or break the company.
00:22:21.680 --> 00:22:25.119
Ford killed off its mid-range Mercury brand in 2011.
00:22:25.359 --> 00:22:32.400
General Motors did the same thing a few years before with Ozmobile, Pontiac, Hummer, Saturn, and Saab.
00:22:32.480 --> 00:22:34.480
Yeah, GM owned Saab at one time.
00:22:35.759 --> 00:22:41.359
Even the old Chrysler Corporation sent Plymouth to the scrap heap in 2001.
00:22:41.759 --> 00:22:49.039
And while Ford has successfully figured out trucks and SUVs, the automaker's been hit or miss with this upscale brand.
00:22:49.680 --> 00:22:51.599
This is topic B.
00:22:53.680 --> 00:22:55.599
I'm gonna give you some history.
00:22:56.319 --> 00:23:01.119
But the problem is, really, when it comes to history in Lincoln, history is the very problem it's got.
00:23:01.279 --> 00:23:02.160
It's got history.
00:23:02.480 --> 00:23:10.000
And the history is not resign is not um catching hold of potential young buyers.
00:23:10.160 --> 00:23:12.079
It's not resonating at all.
00:23:13.759 --> 00:23:16.720
I have to introduce you to a fellow by the name of Henry Leland.
00:23:17.039 --> 00:23:32.480
He was a machinist, uh, raised up in Vermont, came to Detroit, worked for a machine shop, and uh he took over the second of Ford's three companies when they pushed Henry Ford out right around 1902.
00:23:33.119 --> 00:23:47.599
The company that Leland took over was end up called Cadillac, and it was the only auto company that Billy Durant in building General Motors had to pay cash for, four and a half million dollars, in uh 1911.
00:23:48.640 --> 00:23:56.079
Reason why that's important, Henry Leland would go back again and build uh a quality car, build a second company.
00:23:56.240 --> 00:23:59.119
That motor car company was called Lincoln.
00:23:59.359 --> 00:24:03.119
And he was building high-scale, upscale cars.
00:24:03.680 --> 00:24:07.839
Then came the recession of 1921, and they got caught.
00:24:08.079 --> 00:24:09.200
They were jammed up.
00:24:09.599 --> 00:24:12.000
Henry Ford saw his opportunity to get even.
00:24:12.079 --> 00:24:17.359
He thought he would buy Lincoln and shut it down to get even with Henry Leland.
00:24:18.000 --> 00:24:19.839
His son Edsel talked him out of it.
00:24:20.160 --> 00:24:31.440
And as a matter of fact, Edzel nurtured both Mercury and Lincoln to be that quality, upscale, aspirational brand over the years.
00:24:32.480 --> 00:24:38.400
But unfortunately, and I'm going back at least 30, 35 years, Lincoln seems to have lost his way.
00:24:38.559 --> 00:24:42.240
Uh, those of us that are of a certain age, we remember the town car.
00:24:42.880 --> 00:24:50.799
You might remember the Continental, you might remember uh the Mark series, the two doors, the Mark III, the Mark IV, the Mark V.
00:24:51.759 --> 00:24:53.359
You might remember those.
00:24:54.400 --> 00:24:55.839
And then again, you might not.
00:24:56.720 --> 00:25:06.960
Here's the problem right now, even after all of this stuff, Ford tried to even build a luxury Lincoln truck and they messed that up.
00:25:07.599 --> 00:25:10.240
They tried to build something called the Lincoln Blackwood.
00:25:10.400 --> 00:25:13.039
They made 11,000 copies of it before they stopped.
00:25:13.200 --> 00:25:18.720
They tried to basically make a a um navigator with a pickup bed.
00:25:18.880 --> 00:25:22.720
It was a beautiful looking thing, but it missed in the marketplace.
00:25:23.039 --> 00:25:28.079
They'd go a few more years and Lincoln would try again with the Lincoln Mark LT.
00:25:28.160 --> 00:25:29.599
That's about 2006.
00:25:29.839 --> 00:25:37.519
Problem with that, it was a lightly, and I mean lightly, done over F-150, and everybody knew it.
00:25:37.759 --> 00:25:41.759
I could have made that truck sell because one authenticity.
00:25:41.920 --> 00:25:53.920
What I would have done, I would have started with a three-quarter ton, I would have made all-wheel drive standard, I would have massaged the performance to be smooth and luxurious while also having the brawn to do it, but Ford didn't go that way.
00:25:54.480 --> 00:25:58.000
In 2003, they introduced the aviator.
00:25:58.160 --> 00:26:08.319
The Lincoln Aviator at that time was basically a rebadged Ford Explorer and a Mercury Mountaineer, which were all based off the Ford Explorer.
00:26:08.480 --> 00:26:10.720
Mercury Mountaineer had the same problem the Aviator did.
00:26:10.799 --> 00:26:12.960
It was a vehicle looking for a market.
00:26:14.240 --> 00:26:21.680
And they discontinued it after a few years, only to bring it back about 10 or so years later, Aviator being in the marketplace.
00:26:22.640 --> 00:26:24.240
Lincoln's tried everything.
00:26:24.640 --> 00:26:34.559
They've tried hybrids, they've tried cars, they've tried cars based on Mazda frames, uh, the MKZ, uh, for example, one of their better vehicles.
00:26:34.960 --> 00:26:41.440
They tried redesigning the Continental about eight years ago on the larger Ford Taurus chassis.
00:26:42.160 --> 00:26:44.240
Brilliant car, no takers.
00:26:44.880 --> 00:26:52.960
The one bright light Lincoln's had through all of this has been the Navigator for literally almost 30 years, and that's their flagship.
00:26:53.279 --> 00:26:56.240
Everybody can relate to the Lincoln Navigator and still do.
00:26:56.880 --> 00:27:04.079
But the problem is, most people who relate to Lincoln are fleet buyers and private car uh companies.
00:27:04.720 --> 00:27:16.799
You know, when you get the black car service, used to be a Lincoln Continental, or a Lincoln MK uh MKT, which is sort of a wagon-ish thing based on the Ford Flex.
00:27:17.119 --> 00:27:19.920
If you don't know what the Ford Flex is, I'll have to explain it to you another time.
00:27:21.440 --> 00:27:26.559
Or the MKX, which was basically a glorified Ford edge.
00:27:27.119 --> 00:27:34.880
Ford couldn't figure out how to differentiate Lincoln to the point where it could command that kind of money.
00:27:35.119 --> 00:27:36.799
They'd go in half measures.
00:27:36.960 --> 00:27:41.359
They'd, okay, we'll improve it a little bit so we can differentiate before, but we're not going all the way.
00:27:41.599 --> 00:27:50.480
They never seem to go all the way or have the intestinal fortitude to stick it out, like with the Blackwood or the uh Lincoln Mark LT.
00:27:50.880 --> 00:27:54.799
I think there would have been a market for that, but they needed to do more investment.
00:27:54.960 --> 00:27:57.839
They didn't see it that way, and they tried to play off the name.
00:27:58.079 --> 00:28:07.279
Right now, once you get past the boomers, the Gen Zers, and the Millennials, young buyers are not considering Lincoln, and that's really too bad.
00:28:07.519 --> 00:28:16.880
Because the aviator and an Autolist, I did an Autolist review, I was blown away, I fell in love with it, but it's not at the top of most people's list.
00:28:17.039 --> 00:28:18.559
And yeah, I'm a boomer.
00:28:18.720 --> 00:28:21.039
So I remember what Lincoln was.
00:28:21.759 --> 00:28:28.960
So here's a question Ford can build sub brands, they've done it, they're doing it with Mustang, they're doing it with Bronco, they get it.
00:28:29.599 --> 00:28:42.799
Should Ford just kill Lincoln, start with a clean piece of paper, and build a brand new 21st century brand from scratch that doesn't have any of Lincoln's baggage that you can basically remake.
00:28:43.839 --> 00:28:47.200
Lincoln missed an opportunity about 10 years ago.
00:28:47.519 --> 00:28:53.920
And I said about it, Lincoln was going to build an EV based on Rivion's technology.
00:28:54.400 --> 00:28:56.319
And they vowed and they passed on it.
00:28:56.559 --> 00:28:59.200
And I thought it would have been an amazing vehicle.
00:28:59.759 --> 00:29:01.599
Lincoln should have struck for the fences.
00:29:01.680 --> 00:29:08.160
I think they should have came out with maybe a hybrid uh convertible, you know, an upscale hybrid convertible.
00:29:08.480 --> 00:29:09.920
But nobody's dreaming like that.
00:29:10.720 --> 00:29:12.160
Dude things differently.
00:29:12.400 --> 00:29:14.079
You know, is there room for Lincoln?
00:29:14.480 --> 00:29:16.160
Genesis is eating their lunch.
00:29:16.640 --> 00:29:19.680
And surely uh Lexus is not sitting still.
00:29:20.160 --> 00:29:23.599
Uh BMW, Audi, and Mercedes is not sitting still.
00:29:24.559 --> 00:29:26.319
Where is the place for Lincoln?
00:29:26.799 --> 00:29:29.599
Chrysler doesn't exist anymore, not the brand it used to be.
00:29:29.759 --> 00:29:31.759
Because it used to be Cadillac, Lincoln, and Chrysler.
00:29:32.000 --> 00:29:32.400
Uh-uh.
00:29:33.359 --> 00:29:37.440
And Cadillac's got its own challenges, but they're not as dire as Lincoln.
00:29:39.119 --> 00:29:41.200
This one writer's opinion says, you know what?
00:29:41.359 --> 00:29:43.119
Trash Lincoln start over.
00:29:43.759 --> 00:29:48.960
I'm thinking, hmm, you're gonna have to recreate it, but Chrysler's got the same problem.
00:29:49.200 --> 00:29:52.960
I think you've got some bones there, but you need to de dig deep.
00:29:53.119 --> 00:29:55.519
If you ain't got the product, it don't matter what you call it.
00:29:55.759 --> 00:30:00.799
You're gonna have to get the product, and Ford's gonna have to get serious about dreaming.
00:30:01.119 --> 00:30:04.480
Reach for the taxes, make it aspirational again.
00:30:04.960 --> 00:30:06.559
Lincoln's not aspirational now.
00:30:07.119 --> 00:30:12.640
Used to be, but people hanker for BMW's Mercedes and an occasional Cadillac.
00:30:13.279 --> 00:30:14.960
They're not hankering for Lincoln.
00:30:15.440 --> 00:30:19.200
And they think Chrysler's just a minivan, which is so sad.
00:30:20.880 --> 00:30:23.440
Question: Should Ford kill Lincoln?
00:30:23.920 --> 00:30:24.559
Let me know.
00:30:24.880 --> 00:30:25.839
Reach out to me.
00:30:26.240 --> 00:30:27.200
Let me know what you think.
00:30:27.359 --> 00:30:30.000
We can talk about this again in a later show.
00:30:31.200 --> 00:30:36.720
Me, I think there's some opportunity, but it's more about vision than it is execution.
00:30:37.119 --> 00:30:39.839
If there's no vision, it doesn't matter what you call it.
00:30:40.720 --> 00:30:46.160
The AI infrastructure build-out in the United States is surpassing every prior investment in American history.
00:30:46.319 --> 00:30:48.960
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00:30:56.400 --> 00:31:00.720
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00:31:00.960 --> 00:31:02.319
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Get it in ebook and paperback at KennethJchester.com, Amazon, and most online bookstores.
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Reading a book is easy.
00:32:28.640 --> 00:32:29.920
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00:32:50.880 --> 00:32:53.440
Your idea finally deserves a real system.
00:32:58.640 --> 00:33:08.640
A Brookings institution study protects$10.3 trillion in AI data investment through 2032.
00:33:08.799 --> 00:33:12.079
That's in the next, let's see, the next six years.
00:33:12.400 --> 00:33:13.680
Six years.
00:33:17.759 --> 00:33:21.440
This exceeds prior build outs as a share of GDP.
00:33:22.240 --> 00:33:23.839
I'm asking questions this week.
00:33:24.000 --> 00:33:24.880
Is this a good thing?
00:33:25.680 --> 00:33:30.960
It seems that the current data center build-out is consuming more than just power and water.
00:33:31.279 --> 00:33:32.640
It's consuming capital.
00:33:33.119 --> 00:33:38.559
So what does that mean for federal, state, and local governments that need to borrow and fund projects?
00:33:38.799 --> 00:33:40.400
What does it mean for Wall Street?
00:33:40.559 --> 00:33:43.839
More importantly, what does it mean for Main Street?
00:33:44.720 --> 00:33:46.799
This is topic C.
00:33:48.400 --> 00:33:51.920
Let me tell you something right now, and I believe this with my whole heart.
00:33:52.079 --> 00:33:53.039
This is free.
00:33:53.279 --> 00:33:56.160
I'm not saying that I've got a crystal ball.
00:33:56.799 --> 00:34:00.880
But I've lived long enough to see a bubble and know a bubble when I see it.
00:34:01.119 --> 00:34:02.480
And I'm hearing the signs.
00:34:03.039 --> 00:34:04.160
Here are the signs.
00:34:04.319 --> 00:34:07.279
Number one, excessive investment.
00:34:07.440 --> 00:34:10.559
And 10.3 trillion is excessive.
00:34:10.880 --> 00:34:14.239
Um, the rise of way cheaper substitutes.
00:34:14.480 --> 00:34:20.639
China has developed what they call open source AI models that cost a fraction.
00:34:20.800 --> 00:34:27.039
And they're not even talking billions, barely millions, and uh single millions, not hundreds of millions.
00:34:27.519 --> 00:34:33.039
They're building their data centers to be sustainable energy and they're building them smaller.
00:34:34.960 --> 00:34:45.199
The problem I've got is that this money is far and above what these companies in big data can generate on their own.
00:34:45.280 --> 00:34:46.880
So they're coming to the market.
00:34:47.599 --> 00:34:50.239
And it's like a giant vacuum cleaner.
00:34:50.800 --> 00:34:56.000
Because there's demand for debt, investors are gonna want a higher percentage.
00:34:56.159 --> 00:34:58.079
That is for everybody.
00:34:58.400 --> 00:34:59.599
And what are you gonna fund?
00:34:59.679 --> 00:35:05.760
Are you gonna fund a$2 trillion project as opposed to you needing to borrow a quarter of a million dollars for your business?
00:35:06.000 --> 00:35:22.559
And the fact that because they borrowed that and hoovered up uh the capital, making capital scarce now for everybody else, and raising the price that we all have to pay to borrow money to run businesses, finance inventory, or expand, it's gonna impact everybody.
00:35:22.880 --> 00:35:34.320
Cities and towns very often go to barn referendums, they borrow money for infrastructure projects, sewer treatments, schools, uh civic buildings, roads, highways.
00:35:34.800 --> 00:35:37.840
And they spread that out over 20, 30 years or more.
00:35:38.320 --> 00:35:44.159
Again, they're in the same market, but again,$10.3 trillion.
00:35:44.800 --> 00:35:49.360
That is more than a trillion dollars a year every year for the next six.
00:35:51.280 --> 00:35:58.960
When you're pulling that kind of money out and everybody is competing, let's talk about this.
00:35:59.280 --> 00:36:04.559
Let's talk about the people who choose to invest this money rather than lend it to them.
00:36:05.199 --> 00:36:08.559
Typically, an investor is looking for a return.
00:36:08.960 --> 00:36:14.960
If you are borrowing that kind of money, you need a return that is astronomical.
00:36:15.920 --> 00:36:26.159
And according to this story about infrastructure, they're talking about if you're gonna invest in this company, you are looking for a return, you're looking for a business that must grow 80% a year.
00:36:26.400 --> 00:36:29.920
That's not possible in nobody's world.
00:36:30.079 --> 00:36:31.039
That's not possible.
00:36:31.440 --> 00:36:32.960
This isn't sustainable.
00:36:33.440 --> 00:36:36.960
The people who are fighting data centers, let me tell you something.
00:36:37.440 --> 00:36:38.960
You're on the right track.
00:36:39.760 --> 00:36:43.519
If you can limit data centers, I'm gonna tell you why it's the right track.
00:36:43.679 --> 00:36:44.719
This is a bubble.
00:36:44.880 --> 00:36:46.639
This borrowing is not sustainable.
00:36:46.800 --> 00:36:54.159
It is sucking up everything, it's sucking up talent, electricians, construction workers, cement, steel, everything.
00:36:54.800 --> 00:37:01.920
Meaning the rest of the economy has got to compete against it and pay more to do it, which is gonna squeeze folks out at the lower end of the market.
00:37:02.800 --> 00:37:05.280
And it's gonna cause some problems elsewhere.
00:37:05.519 --> 00:37:12.880
Cities that can't afford to borrow to improve infrastructure, main street businesses, farmers who need to borrow for next year's crop.
00:37:13.280 --> 00:37:14.880
People want to buy a house.
00:37:15.760 --> 00:37:17.599
All sorts of things get impacted.
00:37:17.760 --> 00:37:18.719
You want to buy a car.
00:37:18.800 --> 00:37:25.760
Again, the credit's being hoovered up into these data center projects, they are borrowing at that level.
00:37:26.000 --> 00:37:29.280
It is the highest level in American history.
00:37:29.519 --> 00:37:34.079
And at this level, other folks will figure it out for way less money.
00:37:34.320 --> 00:37:41.760
And when that happens, and these data centers that they want to build, these huge data centers are suddenly going to become surplus.
00:37:42.000 --> 00:38:00.000
But here's the problem: the cities and towns that agreed to do it, the utilities that scaled up to handle it, the water utility, the electric utility with the substations and all the capital they had to spend looking at a 20 to 30 year timeline, because that is how utilities work.
00:38:00.159 --> 00:38:02.000
They don't build it for the next five years.
00:38:02.159 --> 00:38:06.400
When they put plan in, they're looking at 25 to 30 years life.
00:38:06.639 --> 00:38:09.679
And that's how they spread their returns and everything.
00:38:09.920 --> 00:38:16.639
If the very customer that they're building this for goes belly up, don't count on the government to bail them out.
00:38:16.800 --> 00:38:22.880
That's gonna, you're gonna bail them out as a ratepayer through higher rates so the utility don't go broke.
00:38:23.119 --> 00:38:38.880
The water utility, the electric utility, your sewerage treatment plant, the roads that the city or the county or the state built to the place, the tax abatements that they got in lieu of, which means you're not even getting the benefit of the taxes.
00:38:39.039 --> 00:38:44.639
For at least five or ten years, we just had this happen in Iowa with a steel plant, if it ever gets built.
00:38:44.880 --> 00:38:47.440
But here, this is way worse.
00:38:47.760 --> 00:38:49.119
Way worse.
00:38:50.320 --> 00:38:52.480
Because it's just not sustainable.
00:38:52.639 --> 00:38:53.519
It's not.
00:38:53.760 --> 00:39:02.800
Even the Fed chairman pointed to hyperscaler borrowing, which is what they call it, as a factor lifting long-term rates, not just short-term.
00:39:02.960 --> 00:39:15.519
If you're looking at, again, an infrastructure project or a real estate project that has 25, 30 year maturity, the rates that you're paying now is a result of what these folks are borrowing.
00:39:16.159 --> 00:39:18.719
Because they're driving up demand for funds.
00:39:18.880 --> 00:39:24.639
And it's and at the rate that they're requiring funds is creating a real draw on the market.
00:39:25.039 --> 00:39:39.599
Do you realize that what they're talking about is one-fourth of our total uh uh government debt, which is at 40 trillion, and they're going to spend 10.3 in the next six years?
00:39:40.239 --> 00:39:41.920
It's not sustainable.
00:39:43.360 --> 00:39:54.719
Railroads, the auto industry, the computer industry, the personal computer industry, the internet, mobile apps, AI.
00:39:56.239 --> 00:40:03.119
Every single one of those major technological breakthroughs required tons of money.
00:40:03.360 --> 00:40:06.000
Investors ran, borrowers gave.
00:40:06.239 --> 00:40:08.159
The first companies usually went belly up.
00:40:08.239 --> 00:40:15.440
They either ran out of money, got forced to merge, or could not scale to the point where they would be profitable.
00:40:16.079 --> 00:40:20.400
The people in bankruptcy court are the usually the ones they got it for pennies on the dollar.
00:40:21.280 --> 00:40:27.440
What happens if you have all a big data center just outside of your town that is now not usable?
00:40:27.519 --> 00:40:28.880
It's surplus.
00:40:29.519 --> 00:40:41.519
Ask Amazon three years ago when they started canceling warehouses because of the downturn after COVID, and they didn't need all those warehouses they were planning to build.
00:40:42.079 --> 00:40:56.000
This build out is also driving inflation through computers, peripherals, and semiconductors cost 20% more back in August when compared to just a month a year prior, with the same month a year prior.
00:40:56.159 --> 00:40:57.360
Everything's going up.
00:40:57.599 --> 00:41:01.599
The question is, are you going to be situated uh when this crashes?
00:41:01.760 --> 00:41:04.639
And it will, because they can't sustain it.
00:41:04.960 --> 00:41:10.159
And we're all feeling the pinch, and you thought it was just the water and the land and the talent.
00:41:10.320 --> 00:41:12.239
But it's actually more than that.
00:41:31.679 --> 00:41:33.360
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