What’s going to happen in 2025? Insights from a Conversation with Mathew Growden

By Ian Cruickshank

When it comes to the automotive world, change isn’t just happening—it’s accelerating at breakneck speed. From electrification to global market shifts, dealerships and manufacturers are navigating uncharted territory. To unpack it all, I recently had the pleasure of sitting down (virtually) with Matt Growden, a man with over 30 years of experience in the internet and automotive industries. 

Matt’s career spans roles at iconic brands like Indigo Books, Wind Mobile, and Google, and today, he’s a professor, consultant, podcast host, and self-proclaimed “Change Optimist.”

Our conversation covered everything from the rise of Chinese automakers to the future of electric vehicles (EVs), and I think you’ll find Matt’s insights both thought-provoking and surprisingly practical.

Life After Google: Reinvention and Risk

When Matt left Google, many wondered what life would look like for someone who had spent years at one of the world’s most influential tech companies. Turns out, life after Google is both liberating and packed with new challenges. Matt now teaches at Georgian College, where he’s shaping the next generation of minds in automotive and business. Beyond teaching, he runs a newsletter and podcast under the brand “Change Optimist,” dives into consulting projects, and even advises startups.

One particularly fascinating experiment Matt shared involves his second newsletter—focused entirely on music. He’s been growing this project exclusively on BlueSky, a rising social platform, and has already built a decent following in just a few weeks. The lesson here? Don’t be afraid to test new waters and embrace risks—they often lead to unexpected successes.

China’s Automotive Expansion: The Game-Changer We Can’t Ignore

One of the most striking points in our conversation was Matt’s take on the impact of Chinese automakers on the global stage. With 137 new manufacturers in China and rapidly growing exports, Chinese brands have become the world’s largest vehicle exporters. This seismic shift is forcing established brands like Honda and Nissan to rethink their strategies, leading to partnerships and mergers aimed at fending off competition.

Matt likens the Honda-Nissan merger to a survival tactic in the face of a massive industry shakeup. “When you’re up against a tidal wave of competition, sometimes the only way forward is together,” he explained. However, mergers come with their own challenges, including cultural clashes and brand overlaps. For instance, Matt predicts we may soon see the end of Nissan’s luxury brand, Infiniti, in favor of Honda’s Acura.

Beyond mergers, Chinese automakers like BYD are already making waves in global markets. While their presence in Canada and the U.S. remains limited due to political and regulatory hurdles, Matt sees battery manufacturing as a potential Trojan horse for Chinese companies to establish a foothold here. They’re already manufacturing buses and exporting EVs to countries like Mexico and the Dominican Republic.

The Future of Electric Vehicles: Beyond Range Anxiety

It’s no secret that EVs are the future, but the path forward isn’t without its bumps. Matt acknowledges that EV adoption is still hampered by concerns around range anxiety, charging infrastructure, and affordability. However, he remains optimistic, highlighting the rise of “extended range electric vehicles” (E-REVs) as a potential bridge to full electrification. These vehicles flip the script on traditional hybrids, featuring large batteries supplemented by small gas or diesel engines that act as generators.

For countries like Canada, with its vast geography and reliance on long-haul travel, E-REVs could be the perfect solution. “You can drive your EV in the city and use the generator for cross-country trips,” Matt explained. It’s a practical approach that addresses both range anxiety and the need for robust infrastructure.

Matt also touched on the evolving battery technology behind EVs. Contrary to popular belief, modern EV batteries often outlive the vehicles they power, offering opportunities for second-life applications like energy storage. This not only improves the economics of EV ownership but also supports broader sustainability goals.

Prices, Profits, and Planning: A Dealer’s Perspective

As someone deeply entrenched in the automotive world, Matt didn’t shy away from discussing the challenges facing dealers today. Rising vehicle prices, economic uncertainty, and shifting consumer expectations are creating a perfect storm for dealerships. Yet, Matt remains optimistic about the resilience of Canadian dealers, who have weathered everything from the 2008 financial crisis to the supply chain disruptions of the pandemic.

One key piece of advice he offered to dealers: Have a plan. “It sounds simple, but you’d be surprised how many dealerships operate without a clear annual strategy,” Matt noted. Whether it’s adjusting inventory mix, exploring used EV opportunities, or tightening operational efficiencies, a well-thought-out plan can make all the difference in turbulent times.

Matt also emphasized the importance of getting back to basics. Answering phones promptly, updating online business profiles, and ensuring marketing dollars are spent wisely might seem like small things, but they add up. “AI and advanced tools can help, but they’re not a substitute for nailing the fundamentals,” he said.

The Role of Optimism in Navigating Change

If there’s one takeaway from my conversation with Matt, it’s the power of optimism. While the auto industry faces complex challenges, from geopolitical tensions to technological upheavals, Matt believes in the potential for innovation and adaptability to drive us forward. He’s not naive about the hurdles—whether it’s skyrocketing gas prices or the political uncertainties surrounding EV adoption—but he sees opportunity in the chaos.

“Change is hard, but it’s also where the magic happens,” Matt said. And with the right mindset, tools, and strategies, dealers and manufacturers alike can turn today’s challenges into tomorrow’s successes.

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Ian's Desk, Industry Thoughts