Rising vehicle prices are reshaping buyer expectations, according to a new study by the Harris Poll, underscoring the growing need for transparency as dealers work to close deals in today’s market.
The details: The study—conducted among 2,085 U.S. adults—found that as higher vehicle costs continue to pressure household budgets, consumers increasingly expect the industry to address affordability concerns head-on.
46% want clearer transparency around why prices are increasing.
44% want a stronger focus on affordable vehicle options.
40% expect incentives or discounts to help maintain affordability.
84% expect solutions (not just explanations) when prices rise.
The research also found a significant trust gap during the vehicle shopping process, with 56% of respondents saying they do not trust automakers to be honest about rising vehicle prices, while 84% worry cost pressures may be used to justify unnecessary increases.
Why it matters: Affordability concerns are increasingly shaping trust and purchase intent, meaning pricing transparency, clear communication, and solution-oriented sales conversations may play a bigger role in converting hesitant buyers.
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Between the lines: Consumers also want more communication from the industry about pricing pressures, even as many attribute higher costs to factors like inflation and tariffs.
By the numbers, 87% want companies to clearly explain how tariffs or trade policies affect vehicle pricing.
And 78% say silence around these issues feels like prioritizing political safety over customer interests.
What they’re saying: “External forces may explain price increases, but they don’t excuse passive, opaque, or one-sided responses,” writes Greg Paratore, a senior consultant for the Harris Poll, per a press statement. “Price hikes are no longer viewed as economic inevitabilities—they’re judged as leadership decisions.”
Bottom line: As affordability pressures persist, trust is becoming a bigger differentiator in the sales process, giving dealers who clearly explain pricing, offer affordable options, and proactively address buyer concerns a better chance of closing deals.
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