Last updated 9:32 p.m. EST on 4/30/25
Several of you have asked for a comprehensive, real-time playbook for OEM guidance on the evolving tariff landscape—and what dealers can expect. So, here it is.
Dealers: Bookmark this page to get real-time updates and stay ahead of shifts that could hit inventory, vehicle pricing, and strategy.
Brand breakdown:
Click here to see a model-by-model list of final assembly location with help from the American Automobile Labeling Act (AALA) and Cars.com.
Latest updates and additions: Ford, Mazda, and Hyundai
Audi $AUDVF ( ▼ 7.62% )
Last updated 4/3/25
Any Audi vehicles arriving at U.S. ports after April 2, 2025, will be held until further notice, according to an internal memo shared with dealers today.
The good news:
The brand currently has 37,000 units in dealer stock and at port—which remain unaffected by the new import fees and are ready to sell. Audi is marking unaffected units with a $0 “No Added Import Fee” option code for easy tracking.
According to Audi:
April incentives will largely mirror March—with slight adjustments based on inventory levels and sales forecasts.
And marketing efforts are focused on future consumer consideration while prioritizing cost-effective spending.
Also—a marketing toolkit tailored to the tariff situation is said to be heading to dealers sometime next week.
BMW $BMWYY ( 0.0% )
Last updated 4/7/25
According to internal BMW communications, “pricing will remain unchanged on all vehicles through May production.”
However, there are some exceptions. As previously announced—a handful of price hikes are set to kick in on May 1.
The good news: These price hikes are relatively modest, and the BMW clientele base might not feel the increases quite as much as other consumers.
Additionally, a “portion” of Mexico-based production will be delayed into May. But BMW notes that there is currently a 30-day supply of those vehicles on the ground for April.
Looking ahead: June pricing will be announced leading up to the next allocation run on April 22.
What they’re saying: “This new trade environment necessitates a measured and pragmatic approach. We will continue to engage in scenario planning, considering short-, mid- and long-term developments to support our business,” stated Sebastian Mackensen, President and CEO of BMW North America.
Ford $F ( ▲ 0.46% )
Last updated 4/30/25
Ford is sticking with its initial tariff response—a “From America, For America” employee pricing campaign designed to highlight its U.S. manufacturing footprint.
For now: The campaign has been extended through July 4 and can be stacked with current incentives.
Meanwhile, Ford is signaling potential price hikes on vehicles built in May if President Trump’s auto import tariffs remain unchanged, according to an April 16 dealer memo obtained by Automotive News.
What they’re saying: “As we mentioned during the April 1 ‘Dealer Go-to-Market Call,’ we will not increase the MSRP for any vehicle currently in inventory with our Ford and Lincoln dealers, and our employee pricing offer will remain in the market through June 2, 2025, as advertised. However, in the absence of material changes to the tariff policy as articulated to date, we anticipate the need to make vehicle pricing adjustments in the future, which is expected to happen with May production,” the memo read.
Worth noting: Potential price hikes would not affect existing inventory—and vehicles built in May likely wouldn’t arrive at dealerships until late June.
Honda $HMC ( ▼ 2.93% )
Last updated 4/17/25
Honda will shift production of its hybrid Civic from Japan to Indiana this summer in response to tariffs, reports Bloomberg.
A company spokesperson confirmed that production of the five-door hybrid, which began in February at Honda’s Saitama plant in Japan, will move to the automaker’s Indiana facility by June or July.
Meanwhile, the automaker is “reviewing the situation” and gathering information that remains unclear, according to Jessika Laudermilk, assistant vice president of Honda National Auto Sales.
For now: The brand is forecasting strong sales in April and remains focused on two objectives: enhancing its 2025 sales and growing its market share.
Hyundai $HYMTF ( ▼ 1.73% )
Last updated 4/30/25
Hyundai is shifting production of some Tucson SUVs being assembled in Mexico to its Montgomery, Alabama plant.
The Montgomery plant has been building some Tucsons, with projected output at the facility projected to reach 150,000 this year—before the tariffs.
Hyundai’s production shift also includes moving the production of some Canada-bound vehicles to its Mexico plant.
On top of that—Hyundai has also launched its "Customer Assurance" program to shield buyers from tariff-related price hikes until June.
What to expect:
Purchases or leases of new Hyundai vehicles between now and June 2, 2025, will see no MSRP increase during the protection period.
And the brand is promising price protections during that window “regardless of market conditions,” Hyundai shared today.
After that? Who’s to say.
What they’re saying: "We know consumers are uncertain about the potential for rising prices and we want to provide them with some stability in the coming months. Our MSRP commitment is just one part of our multifaceted effort to provide great vehicles to American consumers, while also supporting hundreds of thousands of jobs and investing billions of dollars in the most important market for our company,” José Muñoz, president and CEO of Hyundai Motor Company, said today.
Worth noting—this move comes after Hyundai and Genesis North America CEO Randy Parker warned dealers that vehicle pricing “is not guaranteed and may be subject to change” for units wholesaled after April 2, according to a note sent to dealers.
The concern? Only 26% of Hyundai vehicles sold in the U.S. are assembled domestically—leaving the majority subject to new 25% tariffs on foreign-made vehicles and parts. That exposure could lead to higher production costs that Hyundai may not fully absorb.
“Tariffs are not easy,” Parker told dealers. “We’re fortunate we don’t depend heavily on imports from Mexico and Canada, and we’ve been sure-footed in our U.S. investments.”
Those investments include a $21 billion commitment to U.S. manufacturing, with $6 billion earmarked for a new steel plant in Louisiana. But those gains are long-term.
In the near term, Hyundai has just opened its new Georgia megaplant, which will produce EVs and hybrids and expand capacity from 300,000 to 500,000 vehicles annually.
Infiniti
Last updated 4/3/25
Guidance shared by Infiniti today revealed that production of the Infiniti QX50 and QX55 is paused “until further notice.”
The details:
QX50 and QX55 models now carry a 52% total tariff (25% new + 27% from March).
QX80 is hit with a separate 25% tariff.
Marketing-wise—April incentive programs remain unchanged.
Current showroom inventory remains tariff-free—and dealers are encouraged to move those units while they can.
Looking ahead: Infiniti is planning to share more guidance during the April 11 all-retailer broadcast.
Jaguar Land Rover
Last updated 4/4/25
Per information relayed to CDG News from a national sales call with U.S. JLR dealers—there will be no price increases for the months of April or May.
Joachim Eberhardt, President and CEO of Jaguar Land Rover North America, also told dealers that vehicles are being held for four weeks in the United Kingdom (U.K.)—while the automaker evaluates the impact.
Mazda $MZDAY ( ▼ 3.27% )
Last updated 4/30/25
Mazda today confirmed it will be eating price increases through April despite eyeing about $175 million in tariff costs this month.
In an internal memo obtained by CDG News, the automaker shared plans to shield dealers and consumers from immediate price hikes on in-stock and sold orders.
What comes next:
Mazda said the nearest shift will occur on April 15—when incentives are adjusted based on market conditions and competitor actions.
What they’re saying: “By preserving base pricing and providing competitive consumer-facing offers, we’re providing you with pricing stability for the near term, allowing you to plan effectively and maintain customer confidence during this period of uncertainty,” the memo read.
Mazda did not explicitly say it plans to bump MSRPs starting May 1—but major price shifts could be on deck next month.
Mercedes-Benz $MBGYY ( ▼ 1.6% )
Last updated 4/5/25
According to an internal memo to dealers obtained by CDG News—Mercedes-Benz will be “absorbing some of the impact of the tariffs to protect the price of its vehicles in the month of April.”
The details:
All vehicle MSRPs in April will remain as they were before the March 26 tariff implementation.
Parts pricing for customers will also remain unchanged through April.
Incentives and discounts continue to be defined monthly and remain available.
Worth noting: Since 1997, its Tuscaloosa, Alabama plant has produced the GLE, GLS, EQE SUV, and EQS SUV—models that now account for 35% of its U.S. sales. While these vehicles still include some tariff-affected components, they are less exposed than fully imported models.
What to watch:
All other vehicles in the lineup are imported and are more significantly affected by the tariffs.
Mercedes-Benz is still evaluating the long-term impact, especially for MY2026 and beyond.
If tariffs persist, vehicle and parts costs are "expected to increase.”
Zooming in: Dealers can still source price-protected inventory through interdealer trades or MBUSA’s national stock. Trade-in values may fluctuate as supply and demand shift in response to pricing changes. Refunds from a future tariff rollback are unlikely, and service costs are forecasted to rise over time as parts pricing adjusts.
Nissan $NSANY ( ▼ 1.23% )
Last updated 4/3/25
Nissan announced on Tuesday that it is slashing the MSRP for two of its most popular models—the 2025 Nissan Rogue and the 2025 Nissan Pathfinder. As of April 3, 2025, these price reductions are part of what is now known as the “Get the Car You Want Tariff-Free” campaign. Details about the program beyond that, have not yet been provided.
MSRPs for the Rogue have been slashed by as much as $1,930 for the Rogue Rock Creek AWD model ($33,490)—with the average price reduction across all 9 available grades of the compact crossover being $1,092.
MSRPs for the Pathfinder have been cut by as much as $1,170 for the Pathfinder SL 2WD ($42,090), Pathfinder Platinum 2WD ($48,640), Pathfinder SL 4WD ($44,090), and Pathfinder Platinum 4WD ($50,640)—with the average price reduction across all 9 available grades of the SUV being $892.
For now: Nissan is using targeted price cuts to stay competitive as buyers grow more price-sensitive. It’s a tactical move to protect market share—not just from tariffs, but from longer-term headwinds tied to brand perception and product strategy.
Regarding the vehicles Nissan produces in Mexico—Versa, Sentra, and Kicks—the automaker has over 60 days of supply nationally (as of April 3). And while production will continue, Nissan is making the following adjustments “in the interim":
As previously announced—the Versa S manual will cease production. The remaining Versa lineup will continue as usual.
All Sentra trims will remain in production.
2025 model-year Kicks will continue as planned with a special emphasis on the SV AWD and SR AWD trims.
Stellantis $STLA ( ▼ 1.57% )
Last updated 4/9/25
Stellantis is encouraging employees to consider purchasing a Jeep Wagoneer S or Dodge Charger BEV, according to an anonymous dealer source.
To sweeten the deal, all Stellantis dealership employees qualify for tier 1 approval on the sale or lease of these models under a new program through Stellantis Financial Services.
Worth noting, the dealer principal must sign off on the transactions and agree to repurchase the vehicle if the buyer defaults.
On top of that: Effective April 4, 2025—Stellantis is introducing the “Employee Pricing for All” campaign. Dealers have the choice of sticking with April’s current incentives or embracing the new offer.
However—this is a “standalone program and cannot be claimed with subvented lease rates and residuals, IDL Bonus Cash or any other incentives.”
In the meantime—Stellantis is urging dealers to secure U.S.-built inventory asap.
What we know:
April-built units remain under the February pricing commitment.
Orders placed after April won’t be covered by that pricing.
And production downtimes are coming.
The timeline:
On Monday, April 7, Stellantis is set to halt production at its Windsor Assembly Plant in Ontario, Canada for two weeks, according to CNBC.
The automaker’s Toluca Assembly Plant in Mexico is also scheduled for downtime beginning on Monday—but will remain on hold through the month of April.
And that leaves about 900 hourly employees temporarily laid off across five of the brand’s U.S. plants.
For dealers, Stellantis’ message is simple: inventory gaps persist across districts—and with plants idling in Mexico and Canada—dealers should move fast to secure stock.
Analysts say: “Stellantis idling plants highlight the direct costs and supply chain vulnerabilities, while GM boosting US output suggests a potential strategic shift to leverage the situation or mitigate exposure. This underscores the significant uncertainty and rapid strategic adjustments automakers face under these new trade policies,” Michael Brisson, Auto Economist with Moody’s Analytics said.
Subaru
Last updated 4/9/25
The latest: According to an internal memo obtained by CDG News, Subaru of America will protect pricing on all "Allocation 4" vehicles as of April 8.
For context: In March, Subaru had its best single-month of sales since August 2019 and its 32nd straight month of MoM sales increases.
But now, Subaru is drawing on past experiences with market disruptions to maintain stability in the months ahead.
What they’re saying: “Every brand in the industry will have their own challenges, a few somewhat less than us, but others certainly more. As we have done over recent history—the 2008 financial crisis, 2011 tsunami, COVID, or the semi-conductor shortage—we are focused on what we can control and being successful on our terms,” Jeff Walters, president and COO of Subaru of America, said in an April newsletter sent to dealers.
Upcoming plans include:
Attending a meeting with a National Retailer Advisory Board on April 8-9 to strategize—
And having an all-retailer call on April 11 to assess the tariff impact and discuss potential next steps.
Worth noting, one Subaru dealership in Connecticut even launched a pre-tariff savings” campaign—offering discounts like $997 off a 2025 Impreza Sport and $1,497 off a 2025 Forester Base.
According to Peter Krause (the dealership's president)—he had two objectives:
Be prepared for policy curveballs
And implement strategies that support customers and associates during uncertain times.
Looking ahead: Subaru is targeting 56,000 units in April and plans to leverage upcoming calls and meetings to shape long-term strategies that maintain momentum.
Toyota $TM ( ▼ 1.98% )
Last updated 4/4/25
Toyota is stepping in to cover U.S. suppliers’ rising costs tied to President Trump’s tariffs in a major bid to protect its U.S. supply chain.
The details:
News today shared by Nikkei ASIA suggests Toyota is prepared to cover increased costs on parts imported from Mexico and Canada.
The duration of the assistance is unclear.
For now: Toyota is focused on weathering the tariff impact through cost-cutting and improved efficiencies—especially as the brand faces a potential 5% to 8% drop in U.S. sales volume if prices rise, according to Goldman Sachs estimates highlighted by Nikkei.
Volkswagen $VWAGY ( ▼ 0.74% )
Last updated 4/16/25
VW is holding the line on price increases between now and the end of May, according to an internal memo shared with dealers this week and obtained by CDG.
Why this matters: Tariffs will impact every major automaker—but VW is among the most exposed, with core models like the Jetta, Taos, and Tiguan built in Mexico.
What they’re saying: “During these uncertain market conditions and potential tariff impacts, we believe offering pricing stability demonstrates our dedication to both our dealer network and American consumers,” the memo read.
VW previously shared it was pausing rail shipments from Mexico—with plans to hold imported vehicles at U.S. ports while assessing next steps.
What they said: "We are closely monitoring storage capacity at ports and Puebla yards to ensure minimal disruption. Our current assessment shows adequate space to manage this temporary adjustment, and we're working with our logistics partners to optimize vehicle movement once the tariff situation stabilizes," a previous memo to dealers read.
The previous memo also stated:
Pricing guidance by carline/trim would be shared by mid-April.
A new line item—an “Import Fee”—would be added to the destination charge for vehicles built outside the U.S. Full fee details are expected by mid-April.
“Deal Days” promotions would be scaled back, with ad spend reallocated toward "consideration" marketing.
Cycle A allocation (Apr 7-8) includes only unaffected vehicles with normal pricing. Cycle B (Apr 22–23) may include tariffed vehicles—with opt-out flexibility.
Bottom line: VW (just like everyone else) is working to adapt quickly to the new tariffs—but many answers remain up in the air…
Volvo $VLVLY ( ▼ 0.79% )
Last updated 4/9/25
Volvo CEO Håkan Samuelsson has vowed to increase production at its South Carolina factory, and will likely move another model to its production lines, Bloomberg reports.
In the meantime—U.S. Volvo dealers are advertising no changes to MSRP for all vehicles currently on dealer lots, plus any incoming Volvos (for how long? we don’t know).
