The Trump administration’s announcement of a 25% tariff on all cars manufactured outside the U.S., effective April 2, is creating ripple effects across the auto industry. Aftermarket and auto parts manufacturers are feeling the heat. While most of the discussion is dominated by cost pressures, there’s also opportunity for those who invest in brand positioning.
And now is the time to take action that will help your brand emerge stronger.
The Strategy:
These tariffs may impact pricing, but what’s going to determine long-term success is brand perception. Affordability is important, but distributors and consumers need more than that. They need trust, quality and a compelling reason to choose your products over competitors.
What Brands Can Do:
Control the Narrative – If costs rise, communicate the value behind the brand—things like durability, performance, and innovation.
Strengthen Digital Presence – Ensure the brand is visible where buyers are searching. SEO, content marketing and targeted digital ads make a huge difference.
Adapt Quickly – Market shifts require flexibility. Whether it’s a shift in messaging, distribution strategies, or product innovation, agility is key.
During trying times, a good strategy is more valuable than ever when it comes doing more than protecting your market share, but helping it grow. By finding that marketing “sweet spot,” brands can be stronger than ever, no matter what challenges lie ahead.