With ongoing global trade tensions and talk of new tariffs on imported vehicles or automotive parts, Canadian consumers are understandably feeling uncertain about the cost of buying a car. While these tariffs haven’t hit full force yet, the concern is real—and as a dealership, now’s the time to take the wheel and reassure your customers.
Whether it’s higher sticker prices, potential delays in supply, or general economic anxiety, shoppers are looking to dealerships not just for vehicles, but for clarity, guidance, and peace of mind.
Customers appreciate honesty, especially when facing big decisions like financing or purchasing a vehicle. Be upfront about:
The current pricing landscape.
What’s included in your pricing (and what’s not).
How tariffs might impact future pricing, if at all.
Position your current inventory as a safe bet—“Buy before any price hikes” messaging works well if it's backed by transparency and facts.
If your dealership carries a good selection of domestic or North American-assembled vehicles, now’s the time to highlight that.
Emphasize your locally sourced or tariff-free options.
Promote Canadian-made vehicles as a patriotic and practical choice.
Offer content or showroom materials that explain how buying local can insulate customers from global pricing volatility.
Uncertainty about future costs makes flexibility a hot commodity. Promote options like:
$0 down payments
Deferred payments
Extended warranties
Lease-to-own deals
Position your dealership as a partner in financial peace of mind. A little flexibility now can go a long way toward loyalty later.
Your website, email list, and social media platforms should be more than marketing channels—they should be trust-building tools.
Post FAQs or short videos explaining how tariffs might affect vehicle costs.
Create blog content comparing domestic vs. imported pricing impacts.
Share dealership updates on inventory and pricing as the situation evolves.
Information reduces anxiety. Customers will remember who helped them stay informed during uncertain times.
Your team is your front line. Train sales and service staff to:
Stay calm and positive when tariffs come up.
Redirect concerns toward practical, present-day value.
Offer solutions, not speculation.
A confident, well-informed team can ease a shopper’s mind before they even step onto the lot.
Car dealerships in Canada are in a unique position right now. While tariffs may cause concern, they also create an opportunity to lead with trust, value, and transparency. By shifting the conversation from “what might happen” to “what we can do for you today,” dealerships can not only retain customers—but earn new ones looking for reassurance and reliability.