Good morning, fellow auto enthusiasts. We hope that this fine day finds you safe, healthy, and happy. In truth, we’d like this to be the case every day, not just today, but sometimes, that’s just not how the cookie crumbles. We are, of course, referring to the droves of humans who have lost their homes, their belongings, and very, very tragically for some, their lives to the Los Angeles wildfires.
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We couldn’t, in good faith, skip merrily along in today’s blog post, without taking a moment to acknowledge the devastation that has ransacked the great city of Los Angeles. It is incomprehensible, to be fair. And while we are fortunate enough to remain physically unaffected by this disaster, it does not mean that we do not feel for our brothers and sisters (and animal friends) on the left coast.
With all of our hearts, we send to the people of LA great big prayers, enormous hope, and unlimited love.
Though we cannot be with the displaced individuals and families in person, they all remain in our steady, ongoing thoughts for safety and comfort.
It’s been rather encouraging and inspiring, actually, to witness the response to the wildfires from the automotive world. Though it is a massive industry, to be sure – and maybe one not immediately associated with rescue efforts – the outpouring of assistance from car manufacturers has been profoundly notable.
We thought we’d share with our loyal readers some shining examples of how the automotive world has stepped up to the task at hand. Because although we at eTags don’t have quite the reach of global automakers, their contribution makes us proud to be a part of the industry.
Companies like General Motors, Nissan, Toyota, Honda, Nissan, Mazda, Hyundai, Tesla, Genesis, Ford, and Kia have all pledged assistance. The relief offered by these manufacturers are being presented in different ways, but undoubtedly, all are welcome.
Honda, for example, has not only promised a half a million dollars to the American Red Cross, but it has also offered lease deferrals and payment extensions to for both Honda and Acura customers affected by the fires.
General Motors has made its OnStar Crisis Assist Service available to all affected customer with GM vehicles (Chevrolet, GMC, Buick, GMC, and Cadillac models capable of connection) for thirty days. This service can help drivers with routing options, as well as with staying up to date with information regarding the fires even when phone lines or cell service is not available.
Tesla has proffered a group of Cybertrucks outfitted with Starlink Wi-Fi in order to create a connected, free, and fast network around the areas in need. The company has also sent a fleet of Cybertrucks to provide power to mountain rescue stations, enabling them to run lights and radios for rescue operations.
Both Hyundai and Genesis donated $100,000 each to the Red Cross as well as to the Los Angeles Fire Department foundation. The two are also extending payment relief to affected drivers. And, in the case that people have lost their cars completely, Hyundai is offering a $1000 discount on any 2025 Hyundai purchase, while Genesis is slicing $2000 off of any of their 2025 models through the 31st of March.
In a similar vein, Kia has donated $250,000 to the Red Cross, while also offering payment relief for current customers, and a $1000 rebate on certain 2024/2025 models for those impacted by the disaster.
Mazda has promised both payment relief as well as deferred lease payments and extensions to those affected by the fires.
Toyota (and Lexus) have also agreed to payment relief, extensions, and deferments.
Nissan has declared that the company will offer its employee pricing on new cars for all folks whose vehicles were damaged by fires and are in need of replacements.
Ford has promised two separate grants: one to the Los Angeles Fire Department Foundation and one to the California Community Foundation Wildlife Recovery Fund. Ford’s charity arm – Ford Philanthropy – has long been connected to recovery outfits such as the Red Cross, Team Rubicon, and Feeding America, and continues to support them. Also, much like the other automotive giants, Ford is offering payment extensions for affected customers.
Though it may not seem flashy, this immense flow of assistance coming from the automotive world warms our hearts.
These elements that we can occasionally take for granted – Wi-Fi, on-time car payments, having a vehicle to get us to and from work, school, the supermarket, the doctor, family gatherings – are, in fact, pretty integral to urban and suburban life. And while a deferred payment and connectivity may not rebuild a home or replace all the treasured possessions lost to fire, they are sure to ease things even the slightest bit, if not have a positive effect in general.
Our hats off to the auto manufacturers who’ve made it their business – literally and figuratively – to come to the aid of humans in need.
Once again, from our family here at eTags, to all the residents of Los Angeles facing the disaster at hand: we send you our most sincere prayers and hope for a safe, bright future.
