Tariffs push more car shoppers toward American brands

On the Dash:

• More than half of U.S. car shoppers say tariffs make them more likely to consider American vehicle brands.
• Interest in domestic brands is strongest among EV and plug-in hybrid shoppers.
• Price concerns and long-term ownership costs are driving tariff awareness among buyers.

More than half of U.S. car shoppers say tariffs are influencing their brand consideration, with many indicating they are more likely to consider American automakers as trade policy reshapes pricing expectations and long-term ownership costs.

According to a recent CDK survey, 54% of shoppers said tariffs would make them more inclined to buy a vehicle from an American brand. The survey included more than 1,300 consumers actively shopping for a vehicle and highlights how trade policy is beginning to affect buyer behavior at the dealership level.

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Tariffs on imported vehicles and components have contributed to higher prices and ongoing supply chain uncertainty across the automotive industry. While the stated objective of many levies is to encourage domestic manufacturing, the near-term effect has been increased consumer awareness of where vehicles are built and how pricing may be affected.

CDK found that another 29% of respondents said tariffs did not strongly influence their brand preference, while 17% said they would not push them toward American brands. Interest in buying domestic brands was notably higher among shoppers considering plug-in hybrid and electric vehicles, suggesting tariffs may play a larger role in emerging powertrain segments.

Shoppers who said tariffs influenced their thinking often cited concerns about rising prices on imported vehicles, long-term maintenance costs, and a desire to support the U.S. economy. Many indicated they expect foreign brands to pass tariff-related costs on to consumers, making American-branded vehicles appear more competitive.

However, skepticism persists among some buyers. Those who said tariffs would not influence their decision pointed to perceived quality advantages of foreign brands and uncertainty over how long the levies will remain in place. Others expressed concern that tariffs could change frequently, making them an unreliable factor in long-term purchase decisions.

The findings underscore how affordability pressures and policy decisions are intersecting at a critical moment for the auto industry. As vehicle prices remain elevated, shoppers are increasingly weighing not only brand reputation and features, but also geopolitical factors that could affect ownership costs over time.