In today’s automotive market, political leanings may influence consumer confidence more than we realize. Our account teams, visiting dealerships nationwide, have observed a trend: online shoppers are active but hesitant to commit—few calls, fewer submissions.
Analyzing dealership performance and perceptions through a political lens reveals intriguing patterns. In North Carolina, red-leaning Charlotte and Raleigh outperform blue-leaning Chapel Hill. In red-leaning Nebraska, a dealer in Omaha, a blue stronghold, is seeing record sales, while in New York, a Bronx dealership is outpacing higher-income, red-leaning Long Island and White Plains locations.
What’s driving this? According to Josh Bradish, Strong Partner and Account Executive, in the markets mentioned, it’s about personal confidence. Red-leaning buyers tend to act decisively, while blue-leaning buyers often adopt a wait-and-see approach, even when financially capable.
This behavior isn’t new. During COVID, uncertainty gripped the nation – vaccines, masks, social distancing. Today, similar hesitation stems from political concerns—tariffs, taxes, immigration. Bradish’s advice remains consistent: stick to your process and be ready when confidence clicks.
The good news? That moment is near. Inventories are solid, July incentives were attractive, and sales are trending upward. When red and blue buyers gain confidence, dealerships see more green.