Dealers are used to living in an uncertain world — and surviving it. We’ve weathered gas lines, “Cash for Clunkers,” pandemic lockdowns, supply shortages, and policy swings. Through it all, one constant remains: we lean on strong teams, train for change, and adapt to shifting market conditions with resilience and resolve.

We know the drill.

The speed, volume, and impact of market information today is staggering. What once arrived through printed press and blue books now hits us in real time via the internet — and increasingly, through AI. From KPIs to used car values, data is no longer something we wait for — it’s something we manage by the minute. In the best of times, we’re scanning interest rates, tax implications, competitor strategies, local news, and consumer sentiment — all while staying nimble and responsive.

We know consumer sentiment can turn on a dime. Dealers have long trained their teams to anticipate and react — to pivot, collaborate, innovate, and find real-world solutions when the path ahead is unclear.

But there’s a difference between understanding uncertainty and being asked to operate in it indefinitely. Resilience is essential — but so is realism. We’re not chasing guarantees; we’re advocating for common-sense conditions that allow us to plan, invest, and lead. Because at the end of the day, stability doesn’t just serve dealers — it creates opportunity for our employees, our communities, and the customers who count on us.

Roller Coasters are Only Fun in an Amusement Park

Unfortunately for dealers, the past few weeks have felt like a carnival ride. As tariff rumors swirl and markets gyrate, many of us are feeling a bit queasy. Dealers everywhere — myself included — are looking at our showrooms and wondering what they will contain in a few months from now.

According to our friends at Cox Automotive, the auto industry should brace for major disruption following President Trump’s April 2 announcement of a 25 percent tariff on all imported vehicles and parts. Analysts have already downgraded their SAAR prediction from 16.3 million to 15.6 million and suggest that vehicles under $40,000 — which account for over 40 percent of new-vehicle sales — will be hit hardest.

Cox predicts that if these tariffs settle into place, vehicle prices across the board will rise. A 25 percent tax at the border for imports — and on foreign content in vehicles assembled in the U.S. — could push prices up by 15 to 20 percent. Translation: price inflation is back in the auto business.

That’s a pretty gloomy outlook. But what’s more troubling is the number of ifs and maybes baked into the forecast. It’s the absence of clarity — not just the potential for impact — that’s paralyzing. Without the ability to plan ahead, dealers can’t confidently hire, expand, floorplan, or advertise. We’re stuck on the tariff roller coaster — and that’s not where any small business wants to be.

Dealers need certainty to sell — just like our customers need certainty to buy. Consumer confidence has plunged amid the tariff talk, dipping below even the 2022 peak-inflation months. Small business owner confidence, measured by the U.S. Chamber of Commerce, has also dropped sharply, wiping out a full year of steady recovery.

From Uncertainty to Opportunity

The good news? This instability isn’t permanent. It can be reversed as quickly as it began. There’s no reason the United States and its trading partners can’t find negotiated, thoughtful solutions that support business, protect consumers, and build confidence across our economy.

Dealers don’t need perfect conditions — just a stable, sustainable foundation. Because when policy is steady and the rules are clear, we do what we’ve always done best: rise to the occasion, serve our communities, and lead from the front. That’s how we move from uncertainty to opportunity — and it’s a future worth racing toward.

Valerie Romero
AIADA Chairman