Tariff Uncertainty Reshapes Automotive Buying Decisions

Article Summary

A recent study highlights how automotive tariffs are influencing consumer purchasing behavior, with many buyers adjusting their timelines based on anticipated price changes. According to Edmunds data, 44% of in-market shoppers say tariffs will “definitely” impact their purchase decisions, while 31% say they will have some influence.

Despite concerns, the average transaction price (ATP) for new vehicles has remained relatively stable, increasing just 2.2% year-over-year to $48,422 in April 2025. However, some buyers are strategically timing their purchases—37% plan to buy sooner to avoid potential tariff-driven price hikes, while 25% are delaying purchases due to uncertainty.

Used vehicles are also seeing increased interest, with 58% of shoppers considering pre-owned options to sidestep tariff-related pricing volatility. Certified pre-owned (CPO) vehicles are particularly appealing, though inventory remains tight due to past supply chain disruptions.

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Local Business Types for Broadcasters to Consider Contacting

Independent Used Car Dealerships – As demand for pre-owned vehicles rises, these businesses can leverage broadcast advertising to highlight their inventory and financing options.
Auto Loan Specialists – With buyers adjusting their purchasing strategies, financial institutions offering competitive auto loans can use broadcast media to educate consumers on financing solutions.
Vehicle Inspection & Certification Services – Given the growing interest in certified pre-owned vehicles, businesses specializing in inspections and warranties can promote their services through broadcast advertising.

Three Creative Campaign Ideas for Broadcasters to Consider

Radio Station Commercial Idea: “Smart Car Buying in Uncertain Times” – A compelling ad featuring expert insights on navigating tariff-driven price changes and securing the best deals.

TV Station Commercial Idea: “New vs. Used: What’s the Best Choice?” – A visually engaging campaign comparing new and pre-owned vehicle options, helping consumers make informed decisions.

Digital Advertising Campaign Idea: “Tariff-Proof Your Purchase” – A social media-driven campaign encouraging users to share their car-buying strategies, with incentives such as dealership discounts or financing perks.