Car buyers switching brands get more great deals

For most of 2025, the U.S. auto industry has been a buyer's market.

The 25% initial global tariffs, which have since been negotiated lower for a few countries, have caused an inventory glut.

“We’re entering a pivotal moment where the ripple effects of tariffs, regulatory shifts, and affordability concerns are converging,” Kevin Roberts, director of economic and market intelligence at CarGurus, told Automotive Drive. 

Related: Latest car industry trend is great news for buyers

These ripple effects haven't stopped U.S. car buyers from visiting dealerships, leading companies like Ford to record sales in the first half of the year.

U.S. companies like Ford  (F)  are in an especially advantageous position because they (usually) import fewer vehicles than their foreign competitors.

"It's really paid off for us in the last 60 days. You've seen a lot of the results in the market. Last month (May)...we actually posted a 14.7% share here in the U.S. That's up 1.9 points of share on a year-over-year basis. A lot of times in this industry we fight for tenths of share, and to have a 1.9% increase year over year was very strong," said Ford Blue and Model e President Andrew Frick.

Ford has also used incentive spending to move the needle, and now its competitors are using the same tactics to improve their market share, including Cadillac and Honda. 

Automakers offer discounts for switching brands in September

Savvy car buyers can find deals all over the place, but one incentive that has been hot as the weather changes is paying consumers to switch brands. 

According to a new report from Cars Direct, major automakers are paying buyers up to $2,000 to switch brands. 

These so-called "conquest cash incentives" are offered to customers looking to buy or lease their next vehicle, and often, the incentive is stacked onto other offers. 

Related: US car buyers should expect great summer deals, but there's a catch

Here's a list of who is offering what deals:

• 2025 Cadillac Optiq - Cadillac GM is offering a $2,000 EV Conquest deal on its 2025 Optiq and Lyriq vehicles and its 2026 Vistiq for current competitive luxury brand owners or lessees. Eligible brands include: Acura, Audi, BMW, Ford, Honda, Hyundai, Infiniti, Jeep, Kia, Lexus, Lincoln, Mercedes-Benz, Toyota, Volvo, Porsche, Tesla, Genesis, Polestar and Rivian. Deal runs through September 30
• 2025 Honda Accord - Honda purchasers or lessees can qualify for up to $2,000 in Conquest or Loyalty cash bonuses for their switch. And California, New Jersey, Connecticut, and New York residents can stack that bonus on top of other incentives for bigger discounts.
• 2025 Ford Bronco—Ford is specifically targeting Toyota owners with its Bronco conquest deal, which offers a $2,000 Toyota Competitive Conquest Bonus Cash. The regional deal is available in Los Angeles and San Francisco. Ford is also offering a $1,000 Toyota Competitive Conquest cash incentive on the 2025 Bronco Sport through September 30.

Tariff pricing brings car buyers to lots

Car buyers may have been nervous about prices after Trump's Liberation Day tariff announcement, but car makers have eased those concerns by offering incentives. 

"Automakers are providing healthy incentives to keep sales flowing. Prices are trending higher, but just as we are seeing in the broader retail markets, there’s sufficient demand and generous incentives out there, and that’s driving the market," said Cox Automotive Executive Analyst Erin Keating. 

According to Cox Automotive, industry-wide, car makers increased their incentive spending last month to 7.3% of new vehicle average transaction prices (ATP) from 7% in June.

In July, automakers spent an average of $3,553 per vehicle to move inventory, reaching the high point for incentive spending this year.

Related: Car buyers beware, the market appears to be shifting gears