Record Average Car Payments, VinFast Dealer Count Shrinks, The Social Media Anti-Trend

Episode #1215: Today we break down why monthly payments keep climbing despite improving fundamentals, VinFast’s shrinking U.S. footprint as it pivots overseas, and VaynerMedia’s Anti-Trend Report showing why trend-chasing is officially dead in 2026.

Show Notes with links:

• New-vehicle payments hit a November record at $760, but underneath the headline, several affordability pressures are actually starting to ease. Softer interest rates and strong used-vehicle values are helping cushion buyers as the market normalizes into year-end.
  • Rates dipped to 6.1% and robust used values are keeping trade-in equity near historic highs.
  • Dealer profits stayed steady at $2,161 per vehicle, showing margin stability.
  • However, negative equity rose to 27% of all trades and lease expirations are down 15% YoY and 50% vs. 2023
  • “How aggressively manufacturers choose to adjust discounting and promotional activity during December will be critical in shaping the close of 2025.” said J.D. Power’s Thomas King.

• VinFast’s retreat from the U.S. market is accelerating as its retail network falls below two dozen active stores. Falling sales, stalled product plans, and shifting global priorities are prompting dealers to exit while the brand refocuses on markets where demand is stronger.
  • Holman’s North Carolina store — VinFast’s first U.S. franchise — ends sales Dec. 31, marking the third dealer exit in six months.
  • U.S. registrations fell 57% through October, even as overall EV sales grew 11% in the same period.
  • Several listed stores show no inventory or are “coming soon,” and many active rooftops have 15 or fewer vehicles in stock.
  • “Given the tariff situation and the instability in the EV market, we just need to see how that settles before we push hard in the U.S.,” said VinFast chairwoman Thuy Thu Le.

• VaynerMedia’s new Anti-Trend Report argues that social trends are collapsing faster than ever, making 2026 the year brands stop chasing virality and start pursuing genuine relevance. With algorithms fragmenting attention, emotional connection becomes the new competitive advantage.
  • The report says trend fatigue is accelerating — trends now fade 14x faster than they used to, and 1/3 of consumers think brands “jumping on viral trends” is embarrassing.
  • Platforms are blurring: TikTok layouts show up on Instagram, Facebook-style text posts appear everywhere — meaning content format matters more than platform identity.
  • Audiences expect authenticity, not broadcasts; brands must create two-way social conversations, not passive content streams.
  • “In 2026, the brands that win won’t be those who shout the loudest, but those who show up the most real.” — Allan Blair, SVP & Head of Strategy, VaynerMedia

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