June 4th, 2026 | How USMCA review could hurt affordability; Nexperia coming to the U.S.

The Trump administration's proposed tariff overhaul, coupled with a looming USMCA review, threatens to push affordable vehicles further out of reach for American buyers. Despite the auto industry's massive economic footprint and lobbying power, new trade rules requiring 82% North American content could force automakers to prioritize high-margin pickups and SUVs over lower-priced models. With only 30% of affordable vehicles built in the U.S. and 70% imported—many from Mexico and Asia—tighter rules would raise costs significantly, especially for models with thin profit margins. Industry experts warn this could lead to fewer affordable options, pushing consumers toward an already inflated used car market. The stakes are high: vehicles under $35,000 still accounted for over 5 million sales last year, but automakers may choose profitability over accessibility. While the auto industry has successfully influenced past tariff decisions—like securing exemptions for USMCA-compliant goods—this time, the pressure is mounting to balance national content goals with affordability. The outcome of the July 1st USMCA review could reshape the entire vehicle lineup for years to come. Meanwhile, dealers face rising scrutiny over bait-and-switch advertising, with FTC warnings linked to twice as many customer complaints about financing and honesty. A new study shows that while overall star ratings remain strong, deeper analysis of review text reveals systemic issues. The solution?