New-car affordability hits 2025 low, Jeep's 'Mission: Impossible' collab, EV demand holds steady

Hey everyone. Massive thanks for all the love on our first few Daily Dealer Live episodes.

We’re back today at 1 p.m. EST with a stacked lineup:

— Eric Barbosa, VP of Variable Ops at Cavender Auto Group

— Ryan Maher, CEO of BizzyCar

— Justin Villa, GM at Clay Cooley Ford

Big ops energy. Bigger insights. Streaming on all CDG channels. See you there.

— CDG

Welcome to the Daily Dealer a concise rundown of the most important automotive industry headlines that matter to car dealers, automakers, and industry insiders.

Delinquencies for deep subprime auto borrowers just hit a two-year low:

In April, the delinquency rate for consumers with credit scores below 530 dropped to 19.85%, finally falling from historically elevated highs.

That’s the good news. 

Yet, overall auto loan delinquencies continue to rise as affordability pressures still weigh on the broader market.

Bottom line: It’s a step in the right direction—but only for a small share of borrowers.

Dealers—what are you seeing on the ground?

(Data source: Moody’s Analytics)

And as Derrick points out, student loans play a key role in what’s to come (good or bad)…

1. New car affordability hit a 2025 low in April

New-car affordability just hit a 2025 low in April, just one month after posting its best reading in nearly four years.

By the numbers: It now takes 37.3 weeks of income to afford the average new vehicle, up a full week from March.

Prices also jumped to $48,699, with payments rising to $753—the highest since December. Incentives tightened, OEMs pulled back, and inventory remains tight.

According to Cox’s Erin Keating, this could be a preview of what’s ahead, though softening tariff pressure and a rebound in incentives later this year might offer some relief.

(Go deeper: 2 min. read)

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DLRdmv – “The Dealer’s DMV”

2. Stellantis banks on Mission: Impossible partnership to boost Jeep sales

Jeep’s latest campaign swaps showroom talk for stunt wires.

In a new tie-in with Mission: Impossible – The Final Reckoning, customers are literally suspended above a Wrangler as a nod to Tom Cruise’s signature moves.

It’s part of a larger push to spotlight the Wrangler 4xe and Gladiator—both featured in the film—as Jeep enters the summer selling season.

Big picture: With Jeep still accounting for nearly a third of Stellantis’ North American profits, the stakes behind this Hollywood crossover are anything but fictional.

(Go deeper: 3 min. read)

3. American interest in EVs stays consistent as market matures — J.D. Power Study

EVs haven’t lost their spark with buyers.

J.D. Power’s latest study shows 59% of car shoppers are still at least “somewhat likely” to consider going electric, unchanged from a year ago.

Affordability concerns are easing, with just 43% citing price as a barrier (down 4 points YoY), and cost of ownership dropping to 33%.

But charging access remains a dealbreaker for 52% of shoppers. If federal credits get rolled back, dealers may need to step

(Go deeper: 2 min. read)

Thanks for reading everyone.

— CDG

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