The Art of the (Tariff) Deal Leaves Consumers Scrambling or Stalling Amid the Chaos

The price of uncertainty: buyers watch their car budgets vanish in the tariff breeze.

SAN DIEGO -- As the Trump administration’s shifting tariff policies continue to change with each new headline — often framed as part of the “Art of the Deal” — consumers nationwide are left grappling with uncertainty and, more troublingly, a declining sense of financial security. A new study from Strategic Vision reveals that these unpredictable moves drive a three-way split in reactive behavior: nearly one-third of near-term vehicle buyers are rushing to finalize purchases before expected tariff hikes, while an equally significant segment is holding back, unsure if prices, products, or policy will stabilize.

“The research underscores that consumer trust and financial decision-making rely on a stable foundation of Security. When that foundation is compromised, consumers become defensive—delaying major purchases or racing to beat volatile changes. Even those generally supportive of the administration are expressing hesitation,” notes Alexander Edwards, President of Strategic Vision. “Uncertainty compromises matters,” one of the study’s respondents noted. Another summarized bluntly: “The tariffs will raise my cost of living and possibly cost me my job. There's absolutely no thought of buying a new vehicle right now.” Those waiting for policy clarity see no path forward until confidence is restored.

“Although many require policy clarity before trust is restored, there is a very important and lucratively assured mitigation strategy that the industry is currently missing. The Trump administration is purposefully or inadvertently providing the answer that could save billions of dollars in delayed vehicle sales,” says Christopher Chaney, Senior Vice President of Strategic Vision. “If the automotive industry would focus on this one key missing universal human need, at least a third of these would-be shoppers can be influenced into a confidence-driven purchase, no matter what the current tariff policy is, or isn’t – be it Democrat or Republican,” concludes Chaney.

Strategic Vision’s findings are clear: the uncertainty driven by current tariff policy is doing more harm than good when it comes to consumer behavior. “Artful” negotiation cannot replace the stability consumers need to act with confidence. Rebuilding trust will require clarity—not just in words, but in policy direction—and a recognition that for the market to bear fruit, the roots of Security and Trust must first be restored. “President Trump’s ability to speak anytime with anyone can be an asset in restoring consumer confidence,” concludes Edwards, “But only when all Americans feel that tariff policy isn’t being ‘made up’ as they go along.”

As a disheartened respondent who isn’t a fan of the current administration explained, “Idiot in the White House + lick-spittle Congress = uncertainty in the economy.” For many, the absence of a coherent, long-term strategy has created a perception of chaos rather than negotiation.

Strategic Vision is an international consulting and advisory services organization specializing in understanding and predicting advocacy, conquest, and loyalty based on personal values and decision-making structures. The research is based on the responses of hundreds of new vehicle owners from the New Vehicle Experience Study (NVES) which gathers responses from over 200,000 respondents on an annual basis. For further information or interview requests, please get in touch with Alexander Edwards or Christopher Chaney at (858) 576-7141 or email chris.chaney@strategicvision.com.