Shoppers Haven’t Hit the Brakes… And Neither Should You
Blessin Cho – Director, Sales Analytics Consulting & Insights
Ladonna Gaines – Sr. Manager, Product Marketing
From tariffs to trade deals, the automotive market has seen no shortage of movement lately. What once felt like daily shifts in tariff and trade news has recently settled into a more week-to-week rhythm. We’ve seen both sales and shopper activity stabilize and are encouraged to see some positive year-over-year trends emerging.
With still a lot of lingering uncertainty, it’s no surprise that some marketers are wondering whether to tap the brakes and wait for things to settle. But here’s the good news: shoppers aren’t waiting. They’re still active, still engaged, and they’re showing us exactly what they need.
The Data Backs It Up
At Cox Automotive, we’ve been tracking consumer behavior across Autotrader and Kelley Blue Book, and the momentum is real. New vehicle shopping visits aren’t just holding steady; they’re outpacing last year’s levels. Even with economic uncertainty and tariff chatter in the background, shoppers are staying focused and engaged.
New Vehicle Sales Indicate an Active Market
Following the March 26th tariff announcement, we saw a clear spike in pull-ahead sales, a sign that buyers were ready to act fast to get ahead of potential price increases. That early burst of activity eased by late April but May brought a swift and promising rebound. It’s a powerful reminder that while headlines may cause momentary hesitation, they don’t erase demand. Shoppers are still in-market, and they’re proving that with the right conditions, they’ll keep moving forward.
Engagement Is Up, Even as Inventory Tightens
Even with early indications of a tighter supply, shoppers aren’t backing off. In fact, New Vehicle VDP pageviews are up year-over-year. Clear proof that interest isn’t just holding, it’s deepening. They’re not casually browsing; they are engaged and spending more time with listings, indicating a strong intent to purchase.
What’s Driving Demand is Need
Our latest Car Buyer Journey study shows that half of today’s shoppers are buying out of need, not want. And while the motivation is steady, what they’re buying is shifting. Affordability is now a top priority, with many shoppers leaning into non-luxury brands that offer practical value and long-term reliability. But that doesn’t mean the premium segment is fading – brands like Mercedes and Land Rover continue to hold their ground.
The top gainers? A healthy mix of domestic and import brands, premium and non-premium… signaling opportunity across the board.
The Road Ahead is Active And Full of Opportunity
Shopper behavior is sending a clear signal: they’re moving forward, even as the market shifts. They’re focused, pragmatic, and driven by real needs. Yes, external forces like tariffs, supply, and pricing will continue to evolve. But the fundamentals haven’t changed. People still need vehicles. They’re still researching, deciding, and buying. And they’re making it clear what matters most: affordability, availability and relevance.
This isn’t a moment for hesitation. It’s a moment to stay present, stay adaptable, and stay aligned with today’s shoppers. Because while the headlines may keep changing, the opportunity to connect, and convert, is right here, right now.
Want to dig deeper into the data behind these trends? DOWNLOAD THE INSIGHTS
