Summary
The U.S. new-car market is losing momentum as affordability pressures push roughly one million potential buyers out of the segment. Rising vehicle prices, higher interest rates, and inflation have made new cars less accessible, especially as automakers focus on larger, higher-margin SUVs and trucks instead of entry-level models. As a result, sales have fallen from pre-pandemic levels of about 17 million annually to around 16 million or fewer. Dealers and manufacturers are adapting by emphasizing used vehicles, certified pre-owned programs, and service revenue. While profits remain strong for automakers, experts warn that the shrinking buyer base signals a structural shift. Many consumers are keeping cars longer, reshaping demand and forcing the industry to rethink pricing, product mix, and long-term growth strategies.
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