As the U.S. auto industry braces for the impact of new tariffs, dealerships across the country are leveraging innovative marketing strategies to boost sales and reassure customers. By combining in-store promotions with dynamic video campaigns, including the use of platforms like It’s Relevant TV, dealerships are effectively encouraging consumers to purchase vehicles before potential price increases take effect.
Navigating the Tariff Landscape
In early 2025, the U.S. government implemented a 25% tariff on imported vehicles, prompting concerns about rising car prices. Ford, for instance, reported a significant $1.5 billion loss attributed to these tariffs, leading to anticipated price hikes of 1% to 1.5% later in the year . Despite these challenges, Ford’s U.S. sales in May surged by 16% year-over-year, with F-Series truck sales up 15% . This uptick is partly credited to strategic promotions like employee pricing, which are set to continue through July 4.
The Power of In-Store Video Marketing
To capitalize on consumer urgency, dealerships are enhancing their in-store experiences using platforms like It’s Relevant TV. This service transforms dealership TVs into customized channels that blend family-friendly entertainment with targeted marketing messages. Features include:
Promotion of Services: Dealerships can educate customers about available services, encouraging repeat business.
Social Media Integration: Real-time social media feeds allow customers to connect with dealerships online.
Custom Content: Dealerships can showcase their own videos and advertisements, ensuring consistent branding.
By providing engaging content and timely promotions, It’s Relevant TV helps reduce perceived wait times and enhances the overall customer experience .
Video Campaigns Driving Urgency
Beyond the showroom, dealerships are launching compelling video campaigns to reach potential buyers. These campaigns often highlight:
Limited-Time Offers: Emphasizing promotions like employee pricing to encourage immediate purchases.
Tariff Impacts: Informing consumers about impending price increases due to tariffs, creating a sense of urgency.
For example, Ford’s recent sales boost is attributed in part to consumers acting before tariff-related price hikes.
Embracing Multiscreen Strategies
Recognizing that consumers engage with multiple screens, dealerships are adopting multiscreen marketing approaches. By combining traditional TV, streaming services, and in-store displays, they ensure consistent messaging across platforms. This strategy not only broadens reach but also reinforces brand messaging, leading to higher recall and purchase intent .
In the face of economic uncertainty and tariff-induced challenges, auto dealerships are proactively adapting their marketing strategies. By leveraging in-store platforms like It’s Relevant TV and expanding the exposure of their video campaigns, they are effectively driving sales and enhancing customer engagement. These innovative approaches not only address immediate concerns but also lay the groundwork for sustained success in a competitive market.
