Subaru dealership leans into “pre-tariff savings” promotions

With limited guidance from automakers, dealers are being forced to create their own pricing logic in real time. (3 min. read)

Author

Marcus Amick
April 02, 2025

A Subaru dealership in Connecticut has taken an entirely different approach to attracting car shoppers as buyers flock to showrooms before vehicle prices increase.

The details:  Suburban Subaru—located in Vernon, CT—has been running a “pre-tariff savings” campaign on certain new models, an idea that the dealership’s president, Peter Krause, tells CDG News he was inspired by the desire to take care of the store’s customer base and associates during this time of uncertainty.

  • The “pre-tariff” promotion includes models like a 2025 Impreza Sport with an MSRP of $29,385, which drops to $28,388, with the $997 in “pre-tariff savings.”

  • A 2025 Forester Base Trim Level offers a $1,497 “pre-tariff savings,” which lowers the MSRP from $32,127 to $30,630. 

  • The pricing structure for the “pre-tariff savings”—which Krause says has sparked some sales at the small dealership—depends on factors like the store’s costs in the vehicle and financing options.

Suburban Subaru—which plans to run the “pre-tariff savings” for some time—has also been stocking up on vehicles and parts to be able to better mitigate the impact of the tariffs on its overall operations.   

What they’re saying: “The University of Connecticut girls are in the Final Four and Geno Auriemma (the head coach), (talks) about watching films. It's kind of like us. We got to be ready to hit a screwball because that's the pitch that the guy is going…to throw.  And we got to be ready to hit the fastball cause the next guy that comes in is a fast baller. You…got to try to be prepared,” said Peter Krause, President of Suburban Subaru.

Why it matters: With limited guidance from automakers, dealers are being forced to create their own pricing logic in real time—balancing customer trust, margin protection, and sales velocity without clear direction from the top.

Between the lines: Krause indicated that Subaru’s record March sale numbers have also helped lift the spirits of the dealership’s team as they brace for the uncertain impact of the tariffs.   

  • On Tuesday, Subaru of America (SOA) reported 71,478 vehicle sales for March 2025, a 16.6% increase year-over-year and the 32nd consecutive month of sales growth.

  • Subaru of America’s year-to-date sales of 166,957, a 9.1% increase compared to Q1 2024.

Bottom line: Suburban Subaru is adjusting prices based on deal-level economics—clearing units where it makes sense, and holding the line where it doesn’t. The long-term effectiveness of this strategy remains to be seen, but it’s a telling example of how dealers are taking the lead in a rapidly changing market.

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