The Best One Yet
š āMission: iMpossibleā ā Appleās Hoarderās Quarter. The Cars-becoming-Spas trend. Elonās DOGE exit.
Fri, 02 May 2025
Luxury cars are adding wild mindful wellness featuresā¦ But will anyone pay for an in-car spa?Elon just exited DOGEā¦ So we calculated the $$$-saving scorecard.Apple pulled off a āMission Impossibleā operationā¦ Weāre calling it the Hoarderās Quarter.Plus, who will win the Kentucky Derby?ā¦ The horse whose name begins with āS.ā$AAPL $SPY $MGGYYWant more business storytelling from us? Check out the latest episode of our new weekly deepdive show: The untold origin story ofā¦ the Starbucks Frappuccino š„¤Subscribe to The Best Idea Yet: Wondery.fm/TheBestIdeaYetLinks to listen.āThe Best Idea Yetā: The untold origin stories of the products youāre obsessed with ā From the McDonaldās Happy Meal to Birkenstockās sandal to Nintendoās Susper Mario Brothers to Sriracha. New 45-minute episodes drop weekly.ā-----------------------------------------------------Subscribe to our new (2nd) showā¦ The Best Idea Yet: Wondery.fm/TheBestIdeaYetLinksEpisodes drop weekly. Itās The Best Idea Yet.GET ON THE POD: Submit a shoutout or fact: https://tboypod.com/shoutouts FOR MORE NICK & JACK: Newsletter: https://tboypod.com/newsletter Connect with Nick: https://www.linkedin.com/in/nicolas-martell/ Connect with Jack: https://www.linkedin.com/in/jack-crivici-kramer/ SOCIALS:Instagram: https://www.instagram.com/tboypod TikTok: https://www.tiktok.com/@tboypodYouTube: https://www.youtube.com/@tboypod Anything else: https://tboypod.com/ Subscribe to our new (2nd) showā¦ The Best Idea Yet: Wondery.fm/TheBestIdeaYetLinksEpisodes drop weekly. Itās The Best Idea Yet.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
What significant event did Apple pull off recently?
Consumers are loading up on cars, electronics, and big-ticket made-in-China items before those tariffs hit. Like an early splurge on an iPhone 16 or a Dodge Durango before the price pops because of tariffs. Because China? They've shown no sign of backing down to Trump's trade war. It's probably going to keep on going.
And as of right now, tariffs between the United States and China sit at 145% and 120%. So, interestingly, Apple mentioned yesterday they're already seeing early signs of hoarding. Because the theme of Q2, it's the hoarder's quarter. The hoarder's quarter. For our second story, breathe in, breathe out. The hottest new trend in the car industry is wellness. Yeah, the health and wellness industry.
Health and wellness has come for the car industry. But is anyone willing to pay for a car that's also a spa? That's the big question, and we'll answer it here. Yetis, let's look at the new Lincoln Nautilus. Jack, what am I staring at right now? The same grille, wheels, and taillights as Lincoln's other SUVs. But Jack, pause the pod for a second.
There is one difference on the inside, and what is it? On the screen, there's a button called Rejuvenate. And if you push it... Panoramic ambient light displays will start to soothe your entire soul. Air filtration turns on, the seat reclines, and relaxing nature sounds from the mystic Amazonian forest waft into your ears.
Rejuvenate is Lincoln's new quote-unquote multi-sensory stress reduction initiative. And we're not talking like two or three or four senses here. All five human senses, including smell, will now be triggered by this new Lincoln car. Because there's an in-car diffuser spraying relaxing hibiscus in the whole front seat area. If you're stressed out after your workday, you need more than ASMR.
You can experience 10 minutes of shavasana before entering your house in your car. I think when you push the button, it lays the front seat flat, so you're laying down. I think it even goes further than flat, Jack. Lincoln even partnered with a sleep app, Calm, so that the car will narrate a 10-minute meditation to you. I thought my adaptive high beams were luxurious.
You know, the ones that automatically dim when there's a car coming in the opposite direction. Lincoln is turning their car into the White Lotus. One sec, what's that on the chassis, Jack? One of your 42 skin creams. They don't have skin creams built in, do they? Not yet. Yeah, this is what we found fascinating. It's not just Lincoln. This is a new trend.
The car industry is turning the car cabin into the wellness retreat. Now, you might be thinking to yourself, my dad's Mercedes 20 years ago had massages in the chairs. And it did. That was a nice independent feature in your dad's car. But what we're talking about is a coordinated symphony of multiple features into one spa-like experience. Exactly.
Bloomberg reported that this trend is actually happening across all the luxury car brands. And we mean all of them. Lincoln calls it rejuvenate. Mercedes calls it energizing comfort. BMW, they call it caring car and they're all promoting it right now. And Genesis calls it the mood curator. Okay. We dove in T-boy style. There is one Mercedes that actually offers four different perfume mists.
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