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HUGE PRICE CUTS ARE COMING TO THE CAR MARKET | Episode 1052

HUGE PRICE CUTS ARE COMING TO THE CAR MARKET | Episode 1052

CarEdge Live Apr 15, 2026 31 min
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About this episode

Ray and Zach argue that “huge” price cuts are coming as automakers struggle with slowing sales and excess inventory. They point to Stellantis momentum driven by lower MSRPs and more fleet sales, while Subaru and Audi are cited for steep declines tied to higher prices and weak demand (plus styling changes for Subaru). The hosts also discuss how negotiability is rising at month-end, but affordability remains constrained by soaring ownership costs—insurance, maintenance/repairs, and parts—up sharply since 2020. They wrap with practical buying reminders and CarEdge.com updates.

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Technical Too Afraid to Ask
Company

Progressive

"Drivers who switch and save with Progressive save over $900 on average. Pop over to Progressive.com, answer some questions, and you'll get a quick quote with discounts that are easy to come by."

Progressive is an insurance company that sells auto insurance. They’re saying that if you switch to them (or shop around), you may be able to lower your insurance bill with discounts.

Concept

auto customers earn at least one discount

"In fact, 99% of their auto customers earn at least one discount. Visit Progressive.com and see if you can enjoy a little cash back."

They’re saying most people who buy auto insurance with Progressive get some kind of discount. That discount could be based on things like how you drive or what other insurance you have.

Company

CarEdge.com

"Today's show is brought to you by CarEdge.com."

CarEdge.com is the website sponsoring the podcast. It’s probably related to helping people shop for cars and understand pricing.

Concept

Q1

"Why not? Stalantis shipments jumped 12% in Q1 as North America leads recovery debt. Yeah, yes."

Q1 is just the first three months of the year. Companies use it to report how things are going over time.

Concept

supply and demand

"We've talked about it ad nauseam for years on this channel. Car prices are a reflection of supply and demand."

This is the idea that prices go up when lots of people want something and down when fewer people want it. For cars, it depends on how many are available and how many buyers are looking.

Concept

going up market

"[172.1s] more than their competitors did. [174.4s] Price cuts for a brand that decided to go up market [179.0s] and then abandon its customers."

“Going up market” means trying to sell more expensive, more premium cars. If customers don’t like the change, the brand may have to lower prices or rethink its approach.

Car

Subaru Solterra

"The bright spot was the Solterra actually increasing sales. 50%"

The Subaru Solterra is Subaru’s battery-electric crossover. The host calls it a “bright spot” because its sales were increasing while other Subaru vehicles were down, suggesting EV demand (or incentives) may be helping that model.

Car

Audi A3

"Some of the only vehicles over there, the A3, A5, and A6, [254.6s] are the only ones that have increased in sales."

The Audi A3 is a smaller Audi model. Here, they’re saying A3 sales are doing better than many other cars in the market.

Car

Audi A5

"Some of the only vehicles over there, the A3, A5, and A6, [254.6s] are the only ones that have increased in sales."

The Audi A5 is a luxury Audi model. In the discussion, it’s one of the few Audis that’s selling better right now.

Car

Audi A6

"Some of the only vehicles over there, the A3, A5, and A6, [254.6s] are the only ones that have increased in sales."

The Audi A6 is a bigger, more upscale Audi than the A3/A5. The speaker is pointing out it’s one of the few models still gaining sales.

Car

Subaru

"[297.8s] Why are Subaru sales down so bad right now? [300.2s] Many Subaru vehicles saw their prices go up significantly."

Subaru is a car brand. The point here is that Subaru sales are down because many Subaru models got more expensive.

Car

Jeep

"[306.4s] They've actually done, over there, they've done price cuts. [309.1s] They have done price cuts. [310.5s] Jeep and many of the models have actually seen their MSRP decrease"

Jeep is a car brand (mostly SUVs) under Stellantis. They’re saying Jeep’s prices have been dropping compared to last year.

Concept

market share

"And now have to cut their pricing in order to recoup some of the losses that they're seeing in the market share. Yeah."

Market share is a brand’s percentage of total sales in a given market. If a manufacturer loses market share, it often signals weaker demand versus competitors, which can lead to discounting or other incentives to regain sales.

Car

Subaru Impreza

"...ne in on this because if you look here, Dad, the Impreza saw sales fall off by 51 percent. The outback, t..."

The Subaru Impreza is a smaller everyday car made by Subaru. The podcast brings it up because the speaker says its sales dropped a lot. That’s why it’s part of the conversation about how Subaru’s lineup is doing.

Concept

lift kit

"And I really want to hone in on this because if you look here, Dad, the Impreza saw sales fall off by 51 percent. The outback... saw sales decline 42.9 percent. Well, that's because you've got ugly. Take a look at it recently. My God. They decided that the outback... always looked like a station wagon that a lift kit had been put into some degree..."

A lift kit is a set of parts that raises a car higher off the ground. They’re saying older Outbacks had a more rugged, raised look.

Car

Subaru Forester

"What about Forester? Forester sales are even down 10 percent. That's their biggest seller over at Subaru. What do we know about Foresters? Prices of Foresters went up significantly."

The Subaru Forester is a popular Subaru SUV. The hosts are talking about how many people are buying it and how the prices have changed, which can make sales go up or down.

Concept

market day supply

"Subaru used to be one of the brands when you and I would look at market day supply. They always had the lowest day supply."

“Day supply” is basically how long the cars on dealer lots would last if sales stayed the same. If it’s low, dealers are selling through cars faster; if it’s high, cars are sitting longer.

Car

Peugeot E208

"France is offering the Peugeot E208. 150 euros a month for a lease with no down payment."

The Peugeot E-208 is an electric small car from Peugeot. They’re using it as an example of how companies are trying to get people to lease EVs with lower monthly payments.

Concept

17 percent increase in sales

"it yielded a 17 percent increase in sales in the United States of America and North America. Shipments."

They’re saying sales went up by a noticeable amount. The point is that discounts and deals can help sell more cars faster.

Concept

sales are off 25, 26, 30 percent

"What's going to happen in a world where sales are off 25, 26, 30 percent, they're going to have to lower prices significantly."

They’re saying car sales are dropping a lot. When that happens, dealers and brands usually have to change prices or how many cars they’re making to get vehicles sold.

Concept

cross shopping

"No one's, I mean maybe someone's cross shopping and Audi and a Subaru,"

Cross shopping means a buyer is looking at more than one brand before choosing. If people are comparing options, dealers and brands have to be more competitive on price.

Concept

big incentives and big price discounts

"And so I do think what happens when cars don't sell, [814.4s] they end up with big incentives and big price discounts from the manufacturers and from the dealers."

If cars aren’t selling, the company and the dealer may offer deals to get people to buy. That can mean lower prices, rebates, or special financing that reduces what you actually pay.

Concept

affordability

"The point is today's show is not about affordability. Cars are not affordable for many of us."

Affordability refers to whether typical buyers can realistically pay the total cost of ownership and purchase price. The hosts argue that even with price cuts, many cars remain out of reach for most people.

Brand

Toyota

"... And for other brands like Toyota and Lexus, Godspeed."

They’re saying Toyota is doing better than some brands right now. The idea is that Toyota tends to handle tough market conditions better.

Brand

Lexus

"... And for other brands like Toyota and Lexus, Godspeed."

They mention Lexus as another brand that should be okay even if the market is getting harder. It’s a contrast to brands that are dropping more.

Brand

Honda

"[1147.5s] Yeah, Honda. Yeah, Honda sales are off, but they're not off enough on many of the models."

They’re saying Honda sales are lower, but not as bad as the worst cases. It’s another example of how brands are affected differently.

Concept

dealer discounts

"Your higher terms are down almost $20,000 before incentives and dealer discounts."

Dealer discounts are extra savings a dealership can offer to get you to buy. The point is that the final price can be significantly lower once those discounts are added.

Concept

CPI data

"Look at this for a second. So, we looked at the chart. This is new vehicle price levels. This is from the CPI data."

CPI is a government-style measure of how prices are changing over time. The speaker is using it to show that car prices rose a lot and then settled into a higher level.

Concept

new vehicle price levels

"Look at this for a second. So, we looked at the chart. This is new vehicle price levels."

This is basically the trend in what new cars cost over time. The point here is that prices jumped a lot and didn’t fully go back down.

Concept

volatility

"Look at used car prices. So much more volatility in the used car market. But look at where they are today compared to where they were in 2020, in early 2020."

Volatility means prices are jumping around instead of staying steady.

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