The United States remains one of the most influential automotive markets in the world. While it used to hold the top spot globally, it was recently overtaken by China. Still, the U.S. is the second-largest car market, and any economic shifts within it have wide-reaching consequences for the global automotive industry.
One such shift is the recent wave of tariffs introduced by the Trump administration. These tariffs are expected to increase vehicle prices and disrupt the business strategies of several major automakers. But which companies are likely to feel the most impact? The answer lies in how dependent they are on the U.S. market for their global sales.
Which Automakers Depend Most on the U.S. Market?
A recent breakdown of sales data shows which brands rely most heavily on the U.S. as a percentage of their global sales. These figures reveal that some companies would be far more affected by price hikes and market instability than others:
Meanwhile, automakers like BYD, Suzuki, and Renault report 0% sales in the U.S., which means they’ll remain largely unaffected by the tariffs.
Spotlight on Subaru: The Most Exposed Brand
Subaru stands out as the most vulnerable automaker, with 71% of its global sales coming from the United States. Ironically, 2024 has been a milestone year for the brand. The Subaru Crosstrek surpassed the Outback to become the company’s best-selling model in the U.S.
The Forester also saw a strong 15.1% growth in sales, contributing to the brand’s ongoing momentum. However, not all models shared in this success—Legacy sales dropped by 23.2%, with the BRZ and Impreza also recording double-digit declines.
Despite these setbacks, Subaru managed to post a 5.6% overall sales increase in 2024. The brand also enjoyed a robust December and has now celebrated 29 consecutive months of sales growth in the U.S. A total of 667,725 new Subarus were sold in the country last year, up from 632,086 the previous year—even though five out of nine models saw declining numbers.
Yet, Subaru has expressed concern. The company, which has a notable presence at the Port of Vancouver, warned that the new tariffs “would severely impact Subaru’s activities in the U.S.”
Tariffs Will Affect the Entire Market, Not Just Automakers
While Subaru tops the list in terms of exposure, the broader consequences of these tariffs will be felt across the entire industry. Car purchases are the second-largest expense for American households after housing. In 2024 alone, U.S. consumers bought 13 million new cars and 40 million used cars. This means nearly 40% of American households were in the market for a vehicle.
With tariffs driving up manufacturing costs, new car prices are expected to rise. But the domino effect won’t stop there. Lower inventory levels caused by reduced imports will also impact supply and demand, leading to higher prices across the board—even in the used car market.
Used vehicles, which aren’t directly hit by the tariffs, will still see price hikes as more consumers turn to them in the face of pricier new models. Simply put, fewer cars on the market means higher prices for everyone.
