Automakers Warn of Rising Prices Due to Tariffs
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Feb 24 2026
0mins
Source: CNBC
- Tariff Impact Intensifies: Sonic Automotive President Jeff Dyke warns that unsustainable tariff costs will lead automakers to either raise prices or cut features, indicating a pressing urgency within the industry and potential future price pressures.
- Limited Price Fluctuations: Despite only a 1% increase in vehicle prices since the Trump administration's tariffs, analyst Jessica Caldwell notes a surge in used vehicle demand as consumers anticipate new car price hikes, highlighting market sensitivity to pricing changes.
- Toyota's Financial Strain: Toyota reported a 25% drop in net income for the first nine months of fiscal year 2026, with tariffs costing approximately 1.2 trillion yen (around $8 billion), underscoring the significant impact of tariffs on major automakers and their profitability.
- Future Production Adjustments: Toyota may consider relocating some production back to the U.S. based on the outcomes of U.S.-Mexico-Canada trade negotiations, particularly for its Tacoma pickup made in Mexico, reflecting the company's strategic flexibility in addressing tariff challenges.
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Analyst Views on SAH
Wall Street analysts forecast SAH stock price to rise
6 Analyst Rating
3 Buy
2 Hold
1 Sell
Moderate Buy
Current: 67.830
Low
68.00
Averages
77.67
High
90.00
Current: 67.830
Low
68.00
Averages
77.67
High
90.00
About SAH
Sonic Automotive, Inc. is an automotive and powersports retailer in America. The Company's segments include Franchised Dealerships Segment, EchoPark Segment and Powersports Segment. The Franchised Dealerships Segment provides comprehensive sales and services, including sales of both new and used cars and light trucks; sales of replacement parts and performance of vehicle maintenance, manufacturer warranty repairs and paint and collision repair services, and arrangement of third-party financing, extended warranties, service contracts, insurance and other aftermarket products (collectively, F&I) for its guests. The EchoPark Segment sells used cars and light trucks and arranges third-party F&I product sales for its guests in pre-owned vehicle specialty retail locations, and does not offer customer-facing Fixed Operations services. The Powersports Segment offers guests sales of both new and used powersports vehicles; Fixed Operations activities, and third-party F&I services.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Used Vehicle Demand Remains Strong Amid Price Increases
- Price Increase Trend: Cox Automotive's Manheim Used Vehicle Value Index indicates a 6.2% year-over-year increase in used vehicle prices, reaching the highest level since summer 2023, reflecting strong market demand and tight supply conditions.
- Tight Inventory: As of March, the days' supply of used vehicles fell below 40 days, marking the lowest point since 2026, indicating increased inventory pressure faced by dealers and consumers that may impact future sales strategies.
- Sales Forecast Adjustment: Cox raised its 2023 used vehicle sales forecast from 20.3 million to 20.4 million, although a slight decline in sales is expected in the second half of the year, reflecting the ongoing demand for used vehicles amid complex market dynamics.
- Shifting Consumer Preferences: With high new vehicle prices, more U.S. consumers are opting for used vehicles, and Cox anticipates the new vehicle market will reach approximately 15.8 million units this year, further driving growth in the used vehicle market.
See More
Coca-Cola Launches New Marketing Campaign to Boost Restaurant Sales
- Campaign Launch: Coca-Cola unveiled a new marketing campaign on Thursday aimed at boosting beverage sales in restaurants to tackle challenges posed by declining traffic and sluggish sales growth, marking the first time it has partnered with multiple restaurant chains for ads.
- Wide Advertising Reach: The campaign features commercials showcasing 13 different chains, including Arby's, Domino's, and Wendy's, emphasizing the importance of drinks as high-margin menu items, particularly as consumers cut back on dining out.
- Deepening Partnerships: Coca-Cola collaborates with restaurants to market combo meals, providing marketing funds to attract customers, especially amid intensified value competition in the fast-food sector, highlighting its role as a “business partner.”
- Sales Outlook: Despite a 4% organic sales growth in North America in 2025, Coca-Cola's domestic unit case volume fell by 1%, indicating weak demand, with modest sales growth projected for 2026, reflecting a challenging market environment.
See More
Used Vehicle Price Index Rises 4%
- Index Increase: Cox Automotive reported a 4% year-over-year increase in the used vehicle price index for February 2026, reaching 212.3, which is up 0.8% from January 2023, indicating strong demand and an increase in dealer inventories.
- Sales Conversion Rates Rise: Jeremy Robb, Cox's chief economist, noted that since the beginning of 2026, sales conversion rates at Manheim have been solid, reflecting dealers' strong appetite for purchasing, particularly with prices rising unexpectedly in the latter half of February.
- Tax Refund Impact: Robb suggested that anticipated higher tax returns for American consumers could boost vehicle demand, although risks from the war in Iran may dampen consumer appetite in the short term, especially as gas prices rise.
- Historical Price Comparison: While used vehicle prices remain high compared to historical levels, the average listing price in January was $25,533, down from over $28,000 in 2022, yet still demonstrating market resilience, with expectations for wholesale prices to end 2% higher than December 2025.
See More
Automakers Warn of Rising Prices Due to Tariffs
- Tariff Impact Intensifies: Sonic Automotive President Jeff Dyke warns that unsustainable tariff costs will lead automakers to either raise prices or cut features, indicating a pressing urgency within the industry and potential future price pressures.
- Limited Price Fluctuations: Despite only a 1% increase in vehicle prices since the Trump administration's tariffs, analyst Jessica Caldwell notes a surge in used vehicle demand as consumers anticipate new car price hikes, highlighting market sensitivity to pricing changes.
- Toyota's Financial Strain: Toyota reported a 25% drop in net income for the first nine months of fiscal year 2026, with tariffs costing approximately 1.2 trillion yen (around $8 billion), underscoring the significant impact of tariffs on major automakers and their profitability.
- Future Production Adjustments: Toyota may consider relocating some production back to the U.S. based on the outcomes of U.S.-Mexico-Canada trade negotiations, particularly for its Tacoma pickup made in Mexico, reflecting the company's strategic flexibility in addressing tariff challenges.
See More
U.S. Automotive Industry Faces Spring Test Amid Tax Season
- Tax Impact on Buying Intent: With tax season underway, the average tax refund for Americans is projected to rise by 10.9% to $2,290, potentially encouraging consumers priced out of the new vehicle market to reconsider purchases, thereby offering a short-term sales boost for the automotive industry.
- Historical Sales Trends: March is typically a peak month for U.S. vehicle sales, averaging 9.1% of annual new vehicle sales over the past 12 years, second only to December at 9.3%, suggesting that tax changes could drive a rebound in sales during this critical period.
- Loan Condition Changes: Despite current federal interest rates between 3.5% and 3.75%, leading to higher financing costs, consumers are agreeing to longer-term loans, with Carmax reporting an average monthly payment of $772 for new vehicles, reflecting buyers' adaptive strategies in a high-price environment.
- Low Consumer Confidence: Even with additional tax funds, consumer confidence fell to 84.5 in January, the lowest since May 2014, indicating that high prices and a weakening labor market negatively impact purchasing decisions, leaving buying intent under significant pressure.
See More
Sonic Automotive Reports Record Q4 2025 Earnings and Strategic Expansion Plans
- Strong Performance: In Q4 2025, Sonic Automotive reported a GAAP EPS of $1.36 and an adjusted EPS of $1.52, reflecting a 1% year-over-year increase, while the full-year adjusted EPS reached $6.60, an 18% rise from 2024, indicating sustained profitability.
- Revenue Growth: Although total revenues for Q4 were $3.9 billion, down 1% year-over-year, the annual revenue hit an all-time high of $15.2 billion, up 7%, demonstrating the company's solid market position and growth potential.
- EchoPark Expansion: The EchoPark segment achieved adjusted income of $3.6 million and adjusted EBITDA of $8.8 million in Q4, with plans to begin new store openings in late 2026, aiming to cover 90% of U.S. car buyers and sell over 1 million vehicles annually.
- Strong Liquidity: The company maintains a robust liquidity position with $702 million available and $306 million in cash and floor plan deposits, alongside a quarterly cash dividend of $0.38 per share, reflecting financial health while pursuing expansion investments.
See More
Used Vehicle Demand Remains Strong Amid Price Increases
- Price Increase Trend: Cox Automotive's Manheim Used Vehicle Value Index indicates a 6.2% year-over-year increase in used vehicle prices, reaching the highest level since summer 2023, reflecting strong market demand and tight supply conditions.
- Tight Inventory: As of March, the days' supply of used vehicles fell below 40 days, marking the lowest point since 2026, indicating increased inventory pressure faced by dealers and consumers that may impact future sales strategies.
- Sales Forecast Adjustment: Cox raised its 2023 used vehicle sales forecast from 20.3 million to 20.4 million, although a slight decline in sales is expected in the second half of the year, reflecting the ongoing demand for used vehicles amid complex market dynamics.
- Shifting Consumer Preferences: With high new vehicle prices, more U.S. consumers are opting for used vehicles, and Cox anticipates the new vehicle market will reach approximately 15.8 million units this year, further driving growth in the used vehicle market.
See More
Coca-Cola Launches New Marketing Campaign to Boost Restaurant Sales
- Campaign Launch: Coca-Cola unveiled a new marketing campaign on Thursday aimed at boosting beverage sales in restaurants to tackle challenges posed by declining traffic and sluggish sales growth, marking the first time it has partnered with multiple restaurant chains for ads.
- Wide Advertising Reach: The campaign features commercials showcasing 13 different chains, including Arby's, Domino's, and Wendy's, emphasizing the importance of drinks as high-margin menu items, particularly as consumers cut back on dining out.
- Deepening Partnerships: Coca-Cola collaborates with restaurants to market combo meals, providing marketing funds to attract customers, especially amid intensified value competition in the fast-food sector, highlighting its role as a “business partner.”
- Sales Outlook: Despite a 4% organic sales growth in North America in 2025, Coca-Cola's domestic unit case volume fell by 1%, indicating weak demand, with modest sales growth projected for 2026, reflecting a challenging market environment.
See More
Used Vehicle Price Index Rises 4%
- Index Increase: Cox Automotive reported a 4% year-over-year increase in the used vehicle price index for February 2026, reaching 212.3, which is up 0.8% from January 2023, indicating strong demand and an increase in dealer inventories.
- Sales Conversion Rates Rise: Jeremy Robb, Cox's chief economist, noted that since the beginning of 2026, sales conversion rates at Manheim have been solid, reflecting dealers' strong appetite for purchasing, particularly with prices rising unexpectedly in the latter half of February.
- Tax Refund Impact: Robb suggested that anticipated higher tax returns for American consumers could boost vehicle demand, although risks from the war in Iran may dampen consumer appetite in the short term, especially as gas prices rise.
- Historical Price Comparison: While used vehicle prices remain high compared to historical levels, the average listing price in January was $25,533, down from over $28,000 in 2022, yet still demonstrating market resilience, with expectations for wholesale prices to end 2% higher than December 2025.
See More
Automakers Warn of Rising Prices Due to Tariffs
- Tariff Impact Intensifies: Sonic Automotive President Jeff Dyke warns that unsustainable tariff costs will lead automakers to either raise prices or cut features, indicating a pressing urgency within the industry and potential future price pressures.
- Limited Price Fluctuations: Despite only a 1% increase in vehicle prices since the Trump administration's tariffs, analyst Jessica Caldwell notes a surge in used vehicle demand as consumers anticipate new car price hikes, highlighting market sensitivity to pricing changes.
- Toyota's Financial Strain: Toyota reported a 25% drop in net income for the first nine months of fiscal year 2026, with tariffs costing approximately 1.2 trillion yen (around $8 billion), underscoring the significant impact of tariffs on major automakers and their profitability.
- Future Production Adjustments: Toyota may consider relocating some production back to the U.S. based on the outcomes of U.S.-Mexico-Canada trade negotiations, particularly for its Tacoma pickup made in Mexico, reflecting the company's strategic flexibility in addressing tariff challenges.
See More
U.S. Automotive Industry Faces Spring Test Amid Tax Season
- Tax Impact on Buying Intent: With tax season underway, the average tax refund for Americans is projected to rise by 10.9% to $2,290, potentially encouraging consumers priced out of the new vehicle market to reconsider purchases, thereby offering a short-term sales boost for the automotive industry.
- Historical Sales Trends: March is typically a peak month for U.S. vehicle sales, averaging 9.1% of annual new vehicle sales over the past 12 years, second only to December at 9.3%, suggesting that tax changes could drive a rebound in sales during this critical period.
- Loan Condition Changes: Despite current federal interest rates between 3.5% and 3.75%, leading to higher financing costs, consumers are agreeing to longer-term loans, with Carmax reporting an average monthly payment of $772 for new vehicles, reflecting buyers' adaptive strategies in a high-price environment.
- Low Consumer Confidence: Even with additional tax funds, consumer confidence fell to 84.5 in January, the lowest since May 2014, indicating that high prices and a weakening labor market negatively impact purchasing decisions, leaving buying intent under significant pressure.
See More
Sonic Automotive Reports Record Q4 2025 Earnings and Strategic Expansion Plans
- Strong Performance: In Q4 2025, Sonic Automotive reported a GAAP EPS of $1.36 and an adjusted EPS of $1.52, reflecting a 1% year-over-year increase, while the full-year adjusted EPS reached $6.60, an 18% rise from 2024, indicating sustained profitability.
- Revenue Growth: Although total revenues for Q4 were $3.9 billion, down 1% year-over-year, the annual revenue hit an all-time high of $15.2 billion, up 7%, demonstrating the company's solid market position and growth potential.
- EchoPark Expansion: The EchoPark segment achieved adjusted income of $3.6 million and adjusted EBITDA of $8.8 million in Q4, with plans to begin new store openings in late 2026, aiming to cover 90% of U.S. car buyers and sell over 1 million vehicles annually.
- Strong Liquidity: The company maintains a robust liquidity position with $702 million available and $306 million in cash and floor plan deposits, alongside a quarterly cash dividend of $0.38 per share, reflecting financial health while pursuing expansion investments.
See More
