The fate of sub-$30K cars, Ram’s 25-product comeback, tariffs push buyers to used lots

Hey everyone. Today on the Car Dealership Guy Podcast, I’m joined by Chase Channell, GM of Victory Honda Jackson.

We covered how he went from college dropout to GM by 25, why true leadership starts with mastering finance, and why he still desks every single deal himself.

It’s a sharp look at what separates good operators from great ones.

Catch it on YouTube, Spotify, and Apple.

— CDG

Fascinating chart showing the rise in subprime loan delinquencies over the years:

Crazy to think that we’re more than 1.5x where we were a decade ago (6.1% vs. 3.6%).

Where do we go from here?

(Data/visual source: Fitch Ratings / CDG analysis via Joe Cecala)

1. The fate of new cars priced under $30,000

The future of new cars under $30K is on shaky ground—and tariffs may push them over the edge.

With 80-89% of these budget-friendly models built outside the U.S., tariffs are hitting staples like the Chevy Trax, Nissan Sentra, and Honda HR-V.

And automakers now face three calls:

• Raise prices and risk losing buyers

• Eat the costs and crush margins

• Cut production and limit supply

Why it matters: The $30K price point has been a lifeline for first-time and working-class buyers—if it takes a hit, so does affordability.

(Go deeper: 2 min. read)

Is dirty customer data killing your retention?

Experian Automotive found 61% of dealer records have bad data—

• Wrong names 

• Old addresses 

• Even outdated ownership records

When your customers move, change jobs, or start families, your data can fall behind—costing you sales. The fix? Experian Automotive’s first-party data solutions clean, verify, and enrich your records so your marketing hits the mark.

Better data means better engagement, smarter targeting, and fewer missed opportunities.

Don’t let dirty data hold you back—stay connected and stay ahead with Experian Automotive.

2. Ram reloaded: 25 new product announcements in 18 months

CEO Tim Kuniskis’ playbook for Ram’s revival?

25 product announcements in 18 months—spanning refreshed HD trucks, next-gen ProMasters, and off-road upgrades.

And momentum’s already building:

• Ram 1500 retail up 14% in Q1

• Heavy Duty 2500/3500 up 18% — best Q1 since 2022

• ProMaster up 148% — best Q1 since 2023

With Kuniskis—the force behind Dodge’s Hellcat era—dealers know bold moves are coming.

Bottom line: With sales rebounding and a packed product pipeline, Ram is positioning itself to regain ground and stay competitive in a truck market defined by innovation and rising expectations.

(Go deeper: 2 min. read)

3. Auto tariffs may shift buyers to used cars, says NADA chief economist

NADA’s chief economist says higher prices, slower sales, and a shift to used cars are all but certain.

Here’s what’s coming:

• A 25% parts tariff could raise new car prices by $3K–$12K

• Average payments could jump to $830/month

• And insurance costs—which are already up 55% from the pandemic—could climb even higher

Production’s also taking a hit, with pauses from Stellantis, VW, and Nissan already in motion.

Big picture: Tariffs likely won’t sting until summer—but when they do, dealers, automakers, and buyers will all feel it.

(Go deeper: 3 min. read)

• Ford, Stellantis run ad campaigns touting their American heritage to influence Trump

• New York adds $30 million more to its EV rebate pot

• A big battery breakthrough could upend the auto industry

• Mazda to temporarily halt US CX-50 SUV production for Canadian market

• How AI is reinventing cybersecurity for the automotive industry

Thanks for reading everyone.

— CDG

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