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A second-quarter Cox Automotive poll of franchised retailers and independents found better views of the current market after a good spring but anticipation of third-quarter storminess.
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Auto brands spent April clearing out most of their 2025 supply with incentives while holding firm on 2026 prices, striking a balance to meet demand and protect their bottom lines.
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April borrowing data shows that more consumers are bending over backward to buy vehicles, though subprime lending cooled off for the month.
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Lenders loosened access for subprime borrowers, and consumers with negative equity reached a record high, Cox Automotive reported.
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Cox Automotive data shows Americans doubled down on big-is-better despite price increases. Slightly higher incentives helped fuel the demand.
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Forecasts show that the spring sales season is rising above overriding economic concerns, among them continuously rising car prices, trade tariffs, elevated interest rates, and now a war.
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The historically less expensive buying month presented consumers with higher ATPs and MSRPs than it ever has, Cox Automotive found. A large part of the inflation comes in many shoppers’ taste for size.
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Growing access shows greater lender appetite for risk as consumers take on heavier debt burden in an inflated market.
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Auto consumers reported greater satisfaction last year despite higher prices and rising tariffs, due to an omnichannel approach blending online and in-person shopping, Cox Automotive research found.
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December brought some of the best borrowing availability for consumers in years, though lenders tightened their reins on riskier segments of the market.
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