Tariff speculation is influencing the behavior of American car shoppers as the renewed push for tariffs under the Trump administration creates uncertainty for both shoppers and dealers. A recent survey and market data by Edmunds reveal that consumers are either accelerating or delaying their vehicle purchases even before widespread price hikes take effect.
So far, the impact of tariffs hasn’t been as significant as expected. Despite concerns, the average transaction price (ATP) of new vehicles remained stable and aligned with seasonal norms. In April, ATP reached $48,422, representing a 2.7% uptick from March and a 2.2% year-over-year increase. Chief Economist for the National Automobile Dealers Association (NADA), Patrick Manzi, believes that the actual impact of the auto tariffs won’t be fully felt until 2026.
Still, shoppers are preparing for the change. Edmunds found that 44% of in-market shoppers say tariffs will “definitely“ influence their purchase decision, while 31% say it will “somewhat” affect it. Just 17% said that tariffs won’t impact their decision at all.
Meanwhile, 55% of shoppers reported being “somewhat or very confident” in their understanding of how tariffs affect pricing, compared to 21% who admitted to being unconfident. That level of confidence is already translating to action, with 37% of in-market shoppers revealing they were planning to buy sooner to avoid price increases. However, at the same time, 25% of shoppers are delaying their purchases due to uncertainty about the long-term pricing impact.
In response to tariff concerns, many shoppers are gravitating toward used vehicles, believing they’ll be less affected by pricing volatility. According to the survey, 58% said they’re more interested in used vehicles and 46% are considering certified pre-owned (CPO) vehicle options. However, this shift is putting an additional strain on an already tight used market that continues to struggle with limited inventory. As the supply shrinks, used-vehicle prices are surging and recently surpassed $30,000 in the first quarter of 2025.
