Buyer energy is high—and the numbers back it up. The used-car market picked up speed in March, with retail used-vehicle sales climbing over 9% from February, with 1.66 million units sold across franchised and independent lots. Certified pre-owned sales rose even faster, jumping 21% month over month and 6.4% year over year. The surge in tariff and tax refund car sales is driving this momentum—some buyers are making the most of their refunds, while others are acting early to avoid potential price hikes tied to tariffs or supply chain shifts.
Whatever their reason, one thing is clear: people are ready to buy but they need the right support to feel confident doing it.
This is where the expertise of the Sales and F&I teams could make a positive impact. Customers are not just seeking vehicles; they are looking for clarity, stability, and wise choices in a changing market. The opportunity lies in offering steady guidance, real solutions, and conversations rooted in their needs not pressure.
Let us explore how to lead with value, address price sensitivity, and turn today’s urgency into long-term trust.
1. Price Sensitivity Is Real, So Is Value
With vehicle and parts prices rising steadily, most buyers are laser-focused on keeping monthly payments manageable. But that does not mean they are unwilling to invest. It means they need to see how that investment benefits them. When coverage aligns with how they drive, what they value, and the risks they want to avoid, it starts to feel less like an add-on—and more like a smart move.
What to do:
- Present products like GAP, VSC, and prepaid maintenance as proactive safeguards against real risks. When positioned as part of a well-rounded ownership strategy, they become essential tools, not just add-ons.
- Customers do not just want protection—they want predictability, peace of mind, and long-term savings. Focus on how these offerings address today’s real concerns: extended loan terms, higher repair bills, and complex tech in modern vehicles.
- Highlight how the value of coverage outweighs the cost of going without—especially when vehicles are financed over 72 months or more. The longer the loan, the greater the exposure to unexpected expenses.
2. Simplify the Message, Maximize the Moment: Navigating Tariff and Tax Refund Car Sales
Today’s buyers are navigating a fast-moving market. Between shifting prices and new incentives, it is easy for them to feel overwhelmed. Your role is to cut through the noise by showing them what makes sense right now. The clearer your message, the more confident they will feel.
What to do:
- Keep the conversation focused on what your dealership is offering now. Emphasize the support, protection, and flexibility available today.
- Focus less on what is driving pricing changes and more on how you can help them take advantage of current opportunities—like employee discounts, if available.
- Reinforce the value of timing—when customers understand what they can gain by acting now, the decision becomes easier.
3. Confidence Comes from Clarity
Confidence is contagious. The more clearly your team presents options and educates buyers, the more empowered they feel. When customers understand their choices and how each fits their needs, they are far more likely to say yes to the right products—not just the cheapest option. From picking the right vehicle to choosing the right coverage, clarity and trust are key to helping buyers make confident decisions.
What to do:
- Ensure you are helping customers be aware of their needs. If customers do not see the problem, they will likely view the solution as optional, no matter how well you present it.
- Use questions to guide them toward relevant options— How do you typically use your vehicle day to day? How long do they plan to keep the vehicle? What repairs have they dealt with in the past?
- Position yourself as trusted advisor—not just salesperson. When buyers feel guided rather than sold to, they are more likely to engage, trust the process, and say yes. That trust creates space for a consultative conversation that focuses on their needs.
4. Support Urgency Without Pressure
Spring momentum is real. Many customers are arriving with a sense of urgency—driven by tax refunds, fresh inventory, the desire to beat future price hikes, or make use of limited-time incentives. The rise in car sales impacted by tariff and tax refund reflects that urgency. But urgency still needs direction. The goal is not just to close quickly but to guide buyers through a value-driven conversation that leads to decisions they will feel confident about long after the deal is done.
What to do during tariff and tax refund car sales season:
- Encourage them to lock in today’s pricing and coverage while it’s available, especially if incentives or employee discounts are in play.
- Present F&I products as tools to help keep future costs predictable, especially as repair and part prices rise.
- Share real examples of how products like theft protection, maintenance plans, or GAP coverage have helped recent customers.
Customers Need Your Expertise More Than Ever
Today’s buyers are not just shopping for vehicles—they are looking for a steady, informed partner to help them make a smart decision. Sales and F&I teams who lead with clarity, strategy, and a spirit of partnership are the ones who turn urgency driven by tariff and tax refund car sales into trust, helping buyers feel confident in their decision. That also means surrounding yourself with the right support—collaborating with trusted industry experts who align with your goals and offer proven strategies and product support to help drive profitability.
Just as important is investing in your own growth. Ongoing training and development keep your conversations sharp, your knowledge relevant, and your impact strong. The more prepared you are, the more confident your customers will be. And in today’s market, that level of preparation is what sets top-performing dealerships apart.