In this special episode of Tim Talks, Tim sits down with dealer principal Tim Pohanka to unpack one of the most creative, daring, and downright fun marketing experiments the automotive world has seen in years. Pohanka and two other Nissan dealer principals each bought a sub-$10,000 used Nissan, added minimal modifications, and embarked on a 1,200-mile off-road endurance challenge across Utah’s most brutal terrain — from the Bonneville Salt Flats to Moab, Little Sahara, Cathedral Valley, and more. With more than 150 hours of drone, in-car, and cinematic footage, the “Tour Detour” chronicles not only the punishing journey but also the surprising durability of these inexpensive vehicles, particularly the much-debated Nissan CVT.
What emerges is more than a road trip. It’s a blueprint for modern dealership storytelling: raw, human, adventurous, and anchored in authenticity instead of polished ad scripts. The conversation dives into how this grassroots project reshapes consumer perception, celebrates the joy of the American road trip, and proves that creativity in auto retail still has endless room to grow. It’s part entertainment, part marketing masterclass, and fully a reminder that the car business can — and should — still be fun.
Takeaways
0:00 — Why leadership and creativity still define the best dealerships.
0:50 — $6k Nissans pushed through a 1,200-mile off-road challenge.
1:51 — Moab, Little Sahara, Cathedral Valley, UTV parks, Telluride — some of the harshest environments in America.
2:44 — 150 Hours of cinematic footage to tell a story OEMs can’t.
3:57 — The journey starts at the Bonneville Salt Flats, where Tim’s grandfather once raced
4:38 — Nissan’s CVT has taken heat, but the team intentionally tried to break it… and couldn’t.
7:14 — A local Utah man keeps his shop open until 11 PM to rescue the crew.
8:01 — A badly timed jump at Swing Arm City launches Tim’s roof rack into the air.
9:12 — Most people can’t afford a $70k Bronco or Rubicon but a $10k adventure car? That’s relatable and inspiring.
10:46 — How storytelling and authenticity outperform today’s noisy, overly polished ads.
12:12 — The Tour Detour clips now help humanize the dealership and show real-world use cases customers trust.
15:45 — After surviving impossible terrain, Tim can hardly part with his Nissan.
17:50 — A Challenge to Dealerships Everywhere: Every store can tell authentic stories that make cars fun again.
Connect with Tim Pohanka on LinkedIn: https://www.linkedin.com/in/timpohanka/
Watch the Tour Detour: https://thetourdetour.com/
Connect with Tim Cox on LinkedIn: https://www.linkedin.com/in/tim-cox-29065a7/
Listen to more episodes of Tim Talks at: https://www.carnow.com/timtalks/