Are rising tariffs influencing US consumers’ car buying choices?
Amid rising tariffs on foreign-made vehicles and political push for "Made in America" manufacturing, the American auto market presents a complex picture. While recent reports indicate a slowdown in auto sales following a pre-tariff purchasing surge, the intricate realities of today’s global supply chain challenge the feasibility of producing and purchasing wholly American-made vehicles.
In this context, recent data from YouGov Profiles offers insight into American attitudes toward domestic car buying and the enduring perception of foreign vehicle quality.
Limited commitment to buying American
A significant portion of American consumers are not firmly committed to purchasing domestic vehicles. Only 25% of US adults say they exclusively buy cars made in the country, whereas a majority (51%) don’t.
This sentiment remains relatively consistent across age groups. Among adults aged 45–54, 21% say they buy only domestic cars—slightly below the national average. Younger and older Americans express slightly stronger support, with 26% of both the 18–24 and 55+ demographics in agreement. The figures are similar for those aged 25–34 (26%) and 35–44 (24%).
Income influences attitudes toward American-made cars
Economic status appears to influence consumer attitudes. Among those earning below 75% of the median income, 27% say they only buy American-made cars. Conversely, only 18% of high-income earners report buying exclusively domestic vehicles.
Perceived quality favors foreign brands
Perceptions of quality significantly shape consumer attitudes. Overall, 39% of Americans believe foreign-made cars are of better quality than their domestic counterparts, while 26% disagree.
This belief is more prevalent among younger adults, with 43% of those aged 18–24 and 41% of 25–34-year-olds endorsing the superior quality of foreign vehicles. However, this perception spans generations: 36% of adults aged 55 and older also agree that foreign-made cars are better.
The belief in foreign quality is even more pronounced among high-income consumers. Half (50%) of Americans in the highest income bracket consider foreign vehicles to be superior, compared to 37% among lower-income individuals.
Despite increased media attention on reshoring initiatives and political emphasis on buying American, YouGov’s data reveals limited scope of movement toward a domestic-only purchasing mindset. Current consumer attitudes indicate that policy changes and national rhetoric may meet substantial attitudinal challenges when it comes to the widespread adoption of US-made automobiles.
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the United States is nationally representative of the population and weighted by age, gender, education, region, and race. Learn more about Profiles.
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