Part 6/14:
The market is witnessing a significant decline in consumer willingness to spend on vehicles. Features like the Toyota 4Runner, which previously sold for $40,000, now list for over $60,000. The latest redesigns have backfired, with full model releases sitting unsold on dealership lots. Usually, such models are sold outright or pre-sold due to their reputation for reliability and simplicity, but now they’re just gathering dust.
The same scenario is playing out across the board. The typical full-size pickup, once in the $60,000-$70,000 range, now commands upwards of $100,000, with buyers hesitant even with significant discounts and government incentives. Even luxury models like GMC Yukons and the Hummer EV—listed at with discounts approaching $52,000—are struggling to find buyers.