With rising global trade tensions and tariffs on imported goods, many industries — including the recreational vehicle (RV) market — have felt the impact. As an RV dealer, it’s important to help customers understand how these factors influence RV prices, and to do so in a way that builds trust and keeps the buying experience positive.
Here’s how you can explain it clearly and effectively:
Make It Personal and Understandable
Most customers aren’t thinking about global economics when they shop for an RV. Keep it simple:
“Tariffs are basically extra taxes that manufacturers have to pay when they import parts or materials from other countries. When those costs go up, it affects the final price of the RV.”
Use everyday language — avoid technical terms like “trade duties” or “import levies” unless you immediately explain them.
Highlight the Real-World Impact
Be honest about the areas where tariffs can affect RVs:
- Higher Manufacturing Costs: Many RVs are built using imported parts — appliances, electronics, aluminum, steel, wood, and even fabrics.
- Price Increases: Higher costs for materials can lead to higher sticker prices on new RVs.
- Parts and Repairs: Replacement parts may cost more and take longer to arrive.
- Inventory Changes: Certain models or features might become more expensive or limited due to parts shortages.
Explaining this clearly helps customers realize the dealership isn’t arbitrarily raising prices — it’s a larger market shift.
Position Yourself as a Partner, Not Just a Seller
Customers appreciate when businesses stand beside them during uncertain times. You can say:
“We’re working hard to manage these cost changes by securing great inventory early and offering flexible financing and trade-in options to keep RV ownership affordable.”
Share any dealership initiatives — like early-buy discounts, service specials, or trade-in bonuses — that show you’re helping customers work around market challenges.
Focus on the Opportunity
Shift the focus toward action:
- Buy Sooner: Prices may continue to rise if tariffs stay in place or increase. Buying now could save customers money in the long run.
- Consider Different Models: Some RV brands or models use fewer imported parts and are less affected by tariffs.
- Look at Pre-Owned RVs: Certified pre-owned inventory can offer excellent value without the full impact of new vehicle price increases.
Always keep the conversation positive and centered on solutions.
Stay Educated and Update Your Team
Tariff conditions can change with new trade agreements or government actions. Keep your team informed with briefings and updates so everyone can confidently and consistently explain the situation to customers.
An informed staff helps prevent confusion and reinforces your dealership’s reputation for professionalism and honesty.
Tariffs are a global issue that can feel distant, but they have real, everyday effects on RV pricing. By explaining the situation clearly, focusing on solutions, and demonstrating your commitment to customer value, you can turn a challenging topic into a trust-building opportunity — helping more people start their RV adventures with confidence and excitement.