Author: Annette Malave, SVP/Insights, RAB
The auto industry is once again claiming a stronghold in news headlines. What are the tariff implications? When is the best time to buy? What are consumers thinking? Even if you are currently not in the market for a vehicle, some of the headlines may cause you to reconsider…just in case.
Results from various auto industry surveys found that consumers are actively moving up their decision for auto shopping. According to an Edmunds survey, 48% of consumers have either purchased in advance of the tariffs or will buy sooner. Results from the Cars.com 2025 American-Made Index show that 52% of consumers who were considering getting a vehicle are moving it up on their schedules because of the tariffs.
There are additional implications and changes in the marketplace that auto dealers should consider – growing consumer segments. A report released by My Code, a media and marketing services company focused on diverse consumer groups, uncovered that growing consumer segments or “Growth Audiences” have remained in-market for auto purchases. Black and Hispanic consumers, considered as part of the Growth Audience, are in the market to shop for a vehicle. Based on survey results, there is a 17% increase in Growth Audience intention to purchase a vehicle within the next six months, regardless of external cost influences. In fact, 97% of Growth Audience consumers who are in-market for a vehicle state that they will continue to stay “in-market” even if costs increase.
Auto dealers have a great opportunity with all consumers who are in market. Citing inventory options of new and certified pre-owned vehicles will be important to potential buyers as the rush to purchase grows. However, sales opportunities are greater among Growth Audiences per My Code. Hispanic auto buyers are 61% more likely to attribute life events or changes as a reason to purchase a vehicle. Black auto buyers are 57% more likely to cite the same as the reason for a vehicle purchase. Blacks and Hispanics will be greatly influenced to visit a particular auto dealer if the messaging they see and hear is culturally relevant, citing insights from the My Code report.
The opportunities are even greater for auto brands and auto dealers to connect with buyers who are interested in switching brands. Diverse and multicultural consumers are nearly 40% more likely to switch auto brands compared to other consumer segments, according to My Code.
Dealers can easily reach consumers who are in the market for a vehicle radio. How? Sixty-three percent of adults 18+ who are likely to buy/lease a vehicle within the year tune into radio, per MRI-Simmons. While reach matters, connecting and addressing their concerns as part of the campaign strategy is of utmost importance.
According to MRI-Simmons Q2 2025 Trending Topics data, of those adults who are worried that implementing tariffs will increase costs of their everyday purchases, 60% tune into radio. Dealers should not shy away from addressing these concerns in their radio ads since they are top-of-mind for many consumers. In fact, advertising dealerships should include how they are trying to address and alleviate any cost hardships. Also, similar to the My Code data, Black and Hispanic radio listening audiences do not appear to be as concerned. Of those adults who are concerned about the tariff impact, MRI Simmons data shows that only 9% are Black radio listeners and 11% are Hispanic radio listeners. However, this does not mean that they are not thrifty.
While all radio listeners are influenced by sales incentives and rebates, diverse auto buyers are more likely to be influenced. Black radio listeners are 13% more likely to be influenced on their new vehicle due to rebates and incentives as are Hispanic radio listeners (10% more likely) according to MRI Simmons. What does this mean? Auto dealers should promote savings and various incentive options in their radio ad campaigns to gain the attention of potential auto buyers.
There is currently a lot of uncertainty among consumers and auto dealers regarding the impact the tariffs may have on auto sales. While the majority of consumers are accelerating their auto buying because of the potential tariffs, there are consumer groups who are not as concerned. As noted by the My Code report, Black and Hispanic consumers are truly growth segments for auto dealerships. Dealerships who are interested in connecting with communities of color and creating a new loyal customer can gain traction by using broadcast radio to reach them.