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A slate of new tariffs is set to take effect this week, including a 25% levy on imported vehicles, light trucks, and some auto parts. Should they be implemented and collected as scheduled, they could significantly impact consumer purchasing plans and the automotive industry in the weeks and months ahead. CivicScience’s latest data examines how these tariffs might influence car-buying decisions and offers an overview of current consumer automotive intent. Here are four key data points to know:
1. More than 6 in 10 of those planning to purchase a vehicle say they will likely alter their plans amid looming automotive tariffs.
Potential tariff impacts are already affecting auto buyers even before they take full effect. According to the latest real-time CivicScience polling, 62% of consumers planning an upcoming auto purchase report that they are likely to adjust their plans in some way as a result of the tariffs. The most common shift? Delaying the purchase entirely—a decision as much as 32% plan on making in a red flag for automakers and dealers alike.
Used vehicle interest may see a bump in interest, with 19% looking to buy used instead of new. Fewer are considering leasing or choosing a less expensive make/model. Despite these changes, 38% say their auto-buying plans won’t be impacted by the tariffs.
Gen Z aged 18-29 auto-buying intenders are the least likely to delay their purchase and are most likely to turn to a used vehicle. Americans 55+, and Millennials aged 30-44, meanwhile, are most likely to hold off on purchasing altogether.
Use this Data: CivicScience clients use insights like these to anticipate customer shifts and competitors’ customer behaviors, allowing them to address risks while fueling growth and retention amid the ever-evolving economic climate.
2. The new tariffs are likely contributing to a growing uncertainty on how consumers will purchase their next vehicle.
Week-over-week data show a decline across all car/truck buying methods among those intending to make a purchase, including a four percentage point drop among those planning to ‘buy new.’ Meanwhile, the percentage of consumers ‘unsure’ about how they will make their vehicle purchase surged by seven percentage points by the end of last week.
Imminent tariff impacts appear to be contributing to increased stress among near-term intenders – those who are looking to buy a new vehicle within the next 6 months are the most likely to report they’re feeling ‘more stressed’ than usual, outpacing less imminent buyers by at least 11 percentage points.
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3. SUV leads the way as buyers’ likely next vehicle overall, but near-term buyers are also eying trucks.
The SUV remains the leader overall in the type of vehicle that Americans are eyeing for their next vehicle, much like it was this time last year. However, those looking to buy a new vehicle within the next six months are equally as likely to buy a truck.
4. SUV intenders are the most likely to put their purchasing plans on hold.
Additional data show the upcoming tariffs will have a varied impact by vehicle type and how consumers plan to buy it, if at all. Most notably, those who say their next vehicle will be an SUV are the most likely to delay their purchase. Conversely, truck purchasing intenders are by far the most likely to say their plans will NOT be affected by these tariffs. Those eyeing cars are the most likely to switch to used instead of buying new.
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The new tariffs come at a time when CivicScience data show overall consumer concern over tariff impacts on household expenses rising from 36% in early January to 48% today. It’s unsurprising that the latest wave of automotive tariffs will further reshape consumer behavior with delayed purchases and an amplification of the uncertainty in the market. As nearly two-thirds of prospective buyers reconsider their plans and near-term buyers report heightened stress, automakers, and dealers may face mounting challenges in the months ahead, especially if economic anxiety continues to climb.
