27-03-2025
Canada advertises against tariffs as car dealers prepare
GRAND RAPIDS, Mich. (WOOD) — West Michigan car dealers are trying to navigate a Trump administration plan to impose a 25% tariff on imported automobiles.
The government of Canada is also trying to appeal to Americans directly to reverse course on tariffs by advertising on digital billboards.
INFINITI of Grand Rapids is seeing more customers interested in buying a vehicle who want to purchase before any potential tariffs.
'Certainly it is a topic of conversation now. We've seen a bit of a bump in business due to the possible tariffs. I'm also wondering, if the tariffs are enacted, will we see a bump in used car business,' said Craig Ressell, the executive manager.
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Some of the vehicles on the lot are assembled in a variety of countries, including the United States, Mexico and Japan, but stickers on the windshield show parts from countries around the world.
'In today's global economy, manufacturing components come from all over the globe, even if the final point of assembly is in the U.S,' Ressell said.
If you are taking a drive on US-131, you may see digital billboards that say they were paid for by the government of Canada. One says, 'Tariffs are a tax on your grocery bill.' Another says, 'Tariffs are a tax.'
Robin Spring, an associate professor of advertising and public relations at Grand Valley State University, says while the design could use more contrasting colors, the message is clear regarding the opposition to tariffs and generating buzz.
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'I have not heard of this before, but I do think it's a novel idea and novel ideas often work in advertising,' Spring said. 'I think that's the idea to get noticed with their message, and I don't know how they're going to decide if they're successful or not. I think you know these billboards are only one piece of their messaging strategy.'
Back at the dealership, the hope is that an agreement will be reached and the government will not start on auto imports in April, as the administration has stated.
'It's been an interesting road over the last couple months,' Ressell said. 'Tariffs on, tariffs off. So it would be nice just to have some certainty.'
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