The U.S. automotive market is in flux. Tariff uncertainty, inventory volatility, rising interest rates, shifting consumer habits, and evolving digital behaviors are making it harder than ever for dealerships to maintain consistent sales and service performance. The rules of engagement have changed—and success now requires not just strategy, but precision.
In unpredictable times like these, one thing is certain: dealers who lean into data-driven marketing and agile messaging will come out ahead.
What’s Driving the Current Market Uncertainty?
Dealers across the country are feeling the pressure from several forces:
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Interest Rate Hikes: Higher borrowing costs are pushing some buyers to delay purchases or pivot to used vehicles.
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EV Market Adjustments: Consumer appetite for electric vehicles is growing, but unevenly, leading to stock imbalances and slowed movement on certain trims or brands.
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Digital Overload: Car shoppers are bombarded with online ads, reviews, and content—cutting through the noise is harder than ever.
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Inconsistent Inventory: New vehicle availability continues to fluctuate by brand, model, and region, complicating promotional planning.
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Tariff Uncertainty: The big one. Ongoing discussions about new or increased tariffs—especially on vehicles, parts, and batteries imported from key markets like China—have the potential to significantly impact vehicle pricing. Even the anticipation of tariffs can alter OEM pricing strategies, spook budget-conscious buyers, and stall consumer confidence.
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Changing Loyalty: Brand loyalty is weakening. Consumers are more open to switching based on availability, value, and experience.
Whether it’s economic forces or geopolitical shifts, the result is the same: dealerships need to be more agile, more targeted, and more proactive than ever.
The Antidote: CDP-Driven Marketing That Powers Precision
The traditional “spray and pray” marketing model no longer works. Today, dealers must meet consumers where they are, with messages that feel timely, personal, and relevant.
That’s where Elevation, our proprietary Consumer Data Platform (CDP), becomes a game-changer.
What Elevation unlocks for dealers:
✅ Hyper-targeted campaigns based on real consumer behaviors, not guesses
✅ Predictive modeling that helps you focus on those most likely to buy or service
✅ Vin-specific marketing that pairs the right vehicle with the right shopper
✅ Geofencing and retargeting to bring browsers back into your funnel
✅ Service conquesting to win back lost customers or target off-make vehicles
Elevation doesn't just help you run smarter campaigns—it helps you create momentum, even when the market slows down.
Creative That Converts
Pairing CDP intelligence with high-converting creative is what transforms insights into action. Our Digital Asset Bundles include dealership-branded, platform-optimized creative sets that showcase your offers clearly and compellingly across:
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Web banners
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Social media ads and reels
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Specials pages
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Google Ads-ready assets
Each asset is built to align with your offers and your brand—delivered monthly, ready to deploy.
Beyond the CDP: 3 Smart Dealer Moves to Stay Ahead
While data and creative are the foundation, here are a few tactical tips that can boost performance in any market:
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Audit Your Website Experience
Make sure your most important CTAs (trade-in tools, finance applications, appointment schedulers) are front and center. Page speed and mobile responsiveness matter more than ever. -
Lean Into Service Marketing
Many consumers are holding onto their vehicles longer—turn that into an opportunity by marketing your maintenance plans, service specials, and convenient scheduling. -
Train BDC and Sales Teams on Digital Follow-Up
Speed to lead still wins. Ensure your team is trained and incentivized to follow up on digital leads quickly and with a customer-first mindset.
Stay Steady, Even When the Market Isn’t
From tariffs to interest rates, the automotive landscape is filled with unknowns. But that doesn’t mean you can’t build predictable outcomes. With the right data, message, and tools in place, you can create stability and growth—even when the market shifts under your feet.
Let’s talk about how Elevation and our marketing services can help you thrive in today’s market.
