BREAKING: CDG's Automaker Tariff Tracker is here

IT’S LIVE! 

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 link to get real-time updates and stay ahead of shifts that could hit inventory, vehicle pricing, and strategy.

Here’s a brand breakdown…

Audi

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 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 will focusing on future consumer consideration while prioritizing cost-effective spending.

Also—a marketing toolkit tailored to the tariff situation is said to be headed for dealers sometime next week.

BMW

Last updated 3/27/25

BMW is absorbing the costs of added auto tariffs—but only until May 1.

For context:

BMW has been dealing with auto tariffs since March. The brand is one of a few OEMs not compliant with the USMCA—and was ineligible for the tariff extension granted to others.

And since then, its been rolling with the punches.

But now—the time has come and 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.

Ford

Last updated 4/2/25

Ford is taking a less-likely tariff move by “cutting” prices on most models.

According an internal Ford memo:

Car buyers can take advantage of special "employee pricing" on eligible Ford and Lincoln vehicles through the new "From America, For America" campaign.

The “From America, For America” campaign is set to run through through June 2—and dealer cash incentives are on the table for retailers as well.

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.

Nissan

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’s 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 ($42,0980), 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 faking the following adjustments “in the interim:”

• As previously announced—the Versa S manual will cease production. Remaining Versa lineup will continue as usual.

• All Sentra trims will remain in production.

• Kicks Play will continue as planned with a special emphasis on the SV AWD and SR AWD trims.

Stellantis

Last updated 4/3/25

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 embrace 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.

Subaru

Last updated 3/21/25

Subaru in March just 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.

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.

Volkswagen

Last updated 4/2/25

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.

For now:

VW is pausing rail shipments from Mexico and plans to hold imported vehicles at U.S. ports until it figures out what to do next.

Future moves by VW:

• Pricing guidance by carline/trim shared by mid-April.

• VW will add a new line item—an “Import Fee”—to the destination charge for vehicles built outside the U.S. Full fee details are expected by mid-April.

• VW is pulling back on “Deal Days” promotions and reallocating its ad spend 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…

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