{"id":13984,"date":"2025-06-03T20:41:24","date_gmt":"2025-06-03T20:41:24","guid":{"rendered":"https:\/\/kbb-autotrader-oem.com\/?p=13984"},"modified":"2026-11-09T08:47:28","modified_gmt":"2026-11-09T08:47:28","slug":"shoppers-havent-hit-the-brakes-and-neither-should-you","status":"publish","type":"resource","link":"https:\/\/www.coxautoinc.com\/advertising\/resources\/shoppers-havent-hit-the-brakes-and-neither-should-you\/","title":{"rendered":"Shoppers Haven\u2019t Hit the Brakes\u2026 And Neither Should You\u00a0\u00a0"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

Blessin Cho – Director, Sales Analytics Consulting & Insights<\/strong> 
Ladonna Gaines \u2013 Sr. Manager, Product Marketing<\/strong> <\/p>\n\n\n\n

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\u2019ve seen both sales and shopper activity stabilize and are encouraged to see some positive year-over-year trends emerging.   <\/p>\n\n\n\n

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\u2019s the good news: shoppers aren\u2019t waiting. They\u2019re still active, still engaged, and they\u2019re showing us exactly what they need. <\/p>\n\n\n\n

The Data Backs It Up<\/strong> <\/h2>\n\n\n\n

At Cox Automotive, we\u2019ve been tracking consumer behavior across Autotrader and Kelley Blue Book, and the momentum is real.  New vehicle shopping visits aren\u2019t just holding steady; they\u2019re outpacing last year\u2019s levels. Even with economic uncertainty and tariff chatter in the background, shoppers are staying focused and engaged.   <\/p>\n\n\n\n

New Vehicle Sales Indicate an Active Market <\/strong> \u202f <\/h2>\n\n\n\n

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\u2019s a powerful reminder that while headlines may cause momentary hesitation, they don\u2019t erase demand.  Shoppers are still in-market, and they\u2019re proving that with the right conditions, they\u2019ll keep moving forward.    <\/p>\n\n\n\n

Engagement Is Up, Even as Inventory Tightens<\/strong>\u202f <\/h2>\n\n\n\n

Even with early indications of a tighter supply, shoppers aren\u2019t backing off.  In fact, New Vehicle VDP pageviews are up year-over-year. Clear proof that interest isn\u2019t just holding, it\u2019s deepening.  They\u2019re not casually browsing; they are engaged and spending more time with listings, indicating a strong intent to purchase. <\/p>\n\n\n\n

What\u2019s Driving Demand is Need <\/strong> <\/h2>\n\n\n\n

Our latest Car Buyer Journey study shows that half of today\u2019s shoppers are buying out of need, not want.  And while the motivation is steady, what they\u2019re 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\u2019t mean the premium segment is fading \u2013 brands like Mercedes and Land Rover continue to hold their ground.   <\/p>\n\n\n\n

The top gainers? A healthy mix of domestic and import brands, premium and non-premium… signaling opportunity across the board. <\/p>\n\n\n\n

The Road Ahead is Active And Full of Opportunity<\/strong> <\/h2>\n\n\n\n

Shopper behavior is sending a clear signal: they\u2019re moving forward, even as the market shifts.  They\u2019re focused, pragmatic, and driven by real needs. Yes, external forces like tariffs, supply, and pricing will continue to evolve.  But the fundamentals haven\u2019t changed.  People still need vehicles.  They\u2019re still researching, deciding, and buying.  And they\u2019re making it clear what matters most: affordability, availability and relevance.   <\/p>\n\n\n\n

This isn\u2019t a moment for hesitation.  It\u2019s a moment to stay present, stay adaptable, and stay aligned with today\u2019s shoppers. Because while the headlines may keep changing, the opportunity to connect, and convert, is right here, right now.   <\/p>\n\n\n\n

Want to dig deeper into the data behind these trends? <\/strong> DOWNLOAD THE INSIGHTS<\/strong> <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Blessin Cho – Director, Sales Analytics Consulting & Insights Ladonna Gaines \u2013 Sr. Manager, Product Marketing  From tariffs to trade deals, the automotive market has seen no shortage of movement lately. 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