Opinions that are expressed by entrepreneurs are their own.
When Chief Marketing Officer at Tim Moran Auto Group, which operates Ford, Chevrolet and Hyundai dealers, I found that the best marketing campaigns do not always come in the meeting room, but in the news cycle.
Recently, news about fresh 25% tariffs against imported vehicles and automotive parts have illuminated the headlines and sent shock and confusion in the entire business world. Decisions like this can go through global supply chains, dealer stocks and customer service accounts. For companies that move quickly, changes in politics can also become moments of the connection, urgency and growth.
In our situation, consumer behavior was directly influenced by the announcement. The day after the news became public, we saw the traffic to our dealers. Telephones rang continuously. Customers suddenly became an action that they had postponed for weeks. “The message was obvious: urgency had washed into the market and we had to act.
Relatives: How to change Trump's tariffs and risk capital
Which tariffs on cars would mean for the auto industry
Tariffs essentially increase the costs for importing vehicles and parts. The domestic production has padded part of the blow, although many vehicles continue to depend on parts or manufacturing processes that come from abroad. For dealers, this could mean higher wholesale prices, tightened inventory and some models that cut the budgets of consumers and make cars less affordable.
But here is the catch: these increases will not take place overnight. There is a window – a few days, a few weeks – in which it is not affected, regardless of the current inventory. And there is a large marketing option in this window.
We saw it first -hand. We stared at the tariffs and initiated campaigns in which the customers encouraged “the current prices before increasing prices”. Our messaging was all about transparency and value: “These vehicles are now on the property at today's prices. You will probably cost more in the coming months. Now act.” We didn't have afraid-we provided our customers a heads-up and helped them make well-founded decisions.
Three brands, clear news
While every brand we represent – Ford, Chevrolet and Hyundai – put their own strategy on the table, they all prepare for the same reality: potential price increases through incoming tariffs that could affect parts, production and ultimately on sticker prices. That is why the message of our group is simple and urgent: Get in now, while the current on-solder inventory is still protected against these changes. As soon as this inventory has disappeared, replacement could cost thousands – and nobody can say with certainty how steep these increases could be.
Ford has been supported by one of the strongest incentives for consumers for years: the pricing of the employees for everyone until July. This alone creates a great opportunity to save before all tariff -related effects can be felt. We have emphasized that this is a rare moment – with deep discounts that are now available, and a finite window in front of the future inventory can bear higher costs due to the global procurement.
Chevrolet and Hyundai now offer both aggressive financing programs for popular models. These offers offer customers a way to set low prices for the current inventory before the input tax costs increase. Our messaging has focused on clarity: All three brands will probably feel a certain level of tariff effects, especially when it comes to parts and production costs. The time to act – to save and secure the best value – lies in front of these effects through the supply chain.
Relatives: Historical perspectives on collective bargaining policy and modern effects
Marketing in uncertain times
If you are in the middle of a quickly moving story like this, clarity and maneuverability are essential. We have used various platforms-email, paid search, social media and even radio to communicate a consistent message: tick-tok, time's awasting. Customers seemed to appreciate the final. We have not made any products to achieve goals. We gave you the opportunity to keep the system before moving the system.
We had success with strategies like:
- Time-related events: “Tariff Countdown Sale” and “Beat the Price Hiking” Weekendagen built urgency and provided our teams a clear rally point.
- Incentive layering: Adding the tariff message to existing discounts or financing programs made the business even more attractive.
- Precise dates: Whether it was a deadline for a tariff or the conclusion of a campaign, we were always crystal clear if customers were no longer able to use the advantage and why they have to act now.
And maybe most important, we taught our sales teams to have talks and not just to close sales. We have armed them with topics about how the tariffs could affect pricing and how current offers could help customers be ahead of these price increases. This contributed to building trust and establishing our team as a trustworthy consultant, not as a mere seller.
Relatives: 5 Startup marketing movements that work even in uncertain times
Sage council for entrepreneurs of each variety
The auto industry may feel the effects of tariffs acute, but the larger strategy we have used can work for any company.
Here you will find some advice for entrepreneurs who want to use external events as marketing feed:
- Stay in the news. Through rib calling here, for example, if there are legislative changes, economic changes or changes all over the world that affect your industry that can see Ripple effects. The faster you can see these changes, the faster you can create the reasonable value -oriented message.
- Create urgency with the truth. Here are the only two things that motivate people: scarcity and deadlines – but only if they are real. Don't panic. Rather, describe your customers how an event (e.g. a tariff or a new regulation) affects your prices, availability or services – and are also in advance.
- Find the case in relation to what is good for the customer. Instead of “We have to move the inventory”, it is “You can save money by buying before X happens.” Articulate the benefit and put your customers in the first place.
- Spend time to build campaigns and test everything. Some of our news was about “tariff warnings”, while other sessions involved more traditional, seasonal language. Through A/B tests we learned which angle is the most assignable for different segments, and we have adapted accordingly.
- Guide with value, don't worry. But it doesn't have to be bad. Emphasize what your customers get now by acting now, not just what you lose by waiting.
In a constantly changing news world, agility is one of the most powerful weapons in a market arsenal. The tariffs are just one example, but the principles we used work, regardless of whether they sell cars, real estate, software or services. If the Winn of Change changes from outside to your industry, do not return. Increase yourself, speak clearly and transform this moment going.
We don't check the messages. But we have control of how we react to it – and here there are real opportunities.
When Chief Marketing Officer at Tim Moran Auto Group, which operates Ford, Chevrolet and Hyundai dealers, I found that the best marketing campaigns do not always come in the meeting room, but in the news cycle.
Recently, news about fresh 25% tariffs against imported vehicles and automotive parts have illuminated the headlines and sent shock and confusion in the entire business world. Decisions like this can go through global supply chains, dealer stocks and customer service accounts. For companies that move quickly, changes in politics can also become moments of the connection, urgency and growth.
In our situation, consumer behavior was directly influenced by the announcement. The day after the news became public, we saw the traffic to our dealers. Telephones rang continuously. Customers suddenly became an action that they had postponed for weeks. “The message was obvious: urgency had washed into the market and we had to act.
The rest of this article is blocked.
Enter entrepreneurs+ today for access.