Serra Auto Park car sales sees consumer mood shifting

Tom Flory of Serra Auto Park told the Akron Press Club that customers bought more cars after President Trump announced tariffs. Then, sales flattened.
Flory said he knows ‘for a fact’ that vehicle prices will increase for customers because of tariffs.
Flory said customers of automobiles are ‘at a disadvantage’ as companies in the supply chain will pass costs on to them.

Tom Flory, managing partner of car dealership Serra Auto Park, said he doesn’t know exactly how tariffs will impact prices in the automotive market, but prices will rise and consumer confidence has already taken a hit.

Many customers who were already planning to buy cars learned about tariffs affecting the automotive market in early 2025 then decided to move up their car purchases, Flory said.

“They flocked to us,” Flory said. “Like, March and April were outstanding.”

Now, Flory said he and his team are experiencing flattening car sales during a time of the year that they expect from year to year “to be really good, traditional car business months.”

Serra Auto Park operates Acura, Chevrolet, Honda, Mazda and Subaru dealerships in Green and is building a new standalone Subaru dealership there.

Of tariffs, Flory said, “The consumer confidence part of it’s there, but not the true impact on pricing.”

That’s as it stands now.

“I feel like things are constantly changing, but I know this for a fact: that there will be (price) increases,” Flory said. “It’s just the way it’s going to go.”

Flory spoke to an Akron Press Club audience of about 45 people on Aug. 27 at Goodyear Hall; Ideastream reporter and producer Anna Huntsman, a press club board member, moderated a question-and-answer session.

While car sales are flat at Serra Auto Park, making up about half of its business, Flory said the service and parts aspects of the business are up, from about 30% to roughly 50% of total revenue.

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Serra Auto Park’s Flory: Tariff costs to pass to consumers

President Donald Trump has enacted a 25% tariffs on the auto sector for products built in most other countries.

For vehicles and auto parts imported from the European Union, that percentage is 27.5% but may be reduced under the Trump administration, Reuters reported Aug. 21.

An article on Kelley Blue Book’s website said car buyers might pay up to $6,000 more for new vehicles priced below $40,000.

Manufacturers won’t eat the increased costs, Flory said, adding that they may take steps such as changing where they source parts from or reduce incentives to dealers.

But he said, “You can’t blame the manufacturer.”

Flory drew parallels between tariff pressures to the supply chain and supply chain disruptions in the automotive market during the COVID-19 pandemic.

“Who’s at a disadvantage in that situation? The consumer is,” Flory said. “It’s no different today. We still have supply chain issues. We still have shortages of certain models of vehicles depending on where they’re built, where the content comes from, the sourcing of content.”

He said the prices will increase at a time when customers are paying more for other things they rely on, such as their homes and their cellphones.

In the market for buying a car? Here are some tips:

Flory’s advised the audience, “Be patient. Let’s continue to learn more as things go on, even though we don’t want to be patient.”

His advice to people shopping for cars?

“Do your research and homework and understand ahead of time what you’re facing so that you’re not surprised or shocked by it,” Flory said.

Car shoppers should also consider alternatives to buying a new vehicle, such as leasing one or purchasing one that’s pre-owned or certified pre-owned.

“Understand, also, if you’re going to keep your car longer and make it last longer, which you can just by taking great care of it, … that the cost of ownership is also going to go up,” Flory said. “You just have to know those things going into it.”

Patrick Williams covers growth and development for the Akron Beacon Journal. He can be reached by email at [email protected] or on X, formerly known as Twitter, @pwilliamsOH. Sign up for the Beacon Journal’s business and consumer newsletter, “What’s The Deal?”

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