How to Turn Tariff Turmoil Into Boosted Sales — and Build Trust in the Process

As chief marketing officer of the Tim Moran Auto Group , which runs Ford , Chevrolet and Hyundai dealerships, I've discovered the hard way that the best marketing campaigns don't always originate in the boardroom, but in the news cycle.

Recently, news of fresh 25% tariffs against imported vehicles and automotive parts lit up the headlines and sent shock and confusion throughout the business community. Decisions like these can ripple through global supply chains, dealer inventories and customer bank accounts. But for companies that move quickly, changes in policy can also turn into moments of connection, urgency and growth.

In our situation, consumer behavior was directly affected by the announcement. The day after the news became public, we saw traffic to our dealerships surge.