COMMENTARY: Politics move fast, car buyers move anyway; CPO is where affordability meets opportunity.

Politics move quickly. The auto industry moves much slower. Dealers often cite the political climate as a headwind, and it was one of their top worries in Cox Automotive’s most recent Dealer Sentiment Index survey. But elections rarely have an immediate impact on the car market.

Consider this: when 2026 began, we forecasted that Americans would buy 15.8 million cars this year. Eleven months later, with tariff chaos, a war few expected and one of the tensest election seasons in recent memory, we project they’ll end the year having bought 16.1 million. No matter who’s in office, American car buyers have proven remarkably resilient.

The real headwind is affordability

Resilience has limits. Escalating prices for nearly everything in the household budget, from rent and gas to groceries and energy, will eventually undercut consumers’ ability to buy cars. With the average new-vehicle price hovering above $50,000, shoppers are looking for options that keep them within budget without sacrificing quality, features or brand.

Our newly released 2026 Cox Automotive Certified Pre-Owned Vehicle Study, (add link) which surveyed 825 in-market consumers, shows where many are looking. Appeal of new vehicles has slipped to 76%, down from 85% in 2023, while CPO appeal has held steady at 74%. Shoppers open to CPO cite affordability, access to a preferred brand and the chance to move into a larger vehicle as top motivations.

Interest is far ahead of understanding

The opportunity is large. Fifty-seven percent of shoppers say they’re open to a CPO vehicle, and 46% qualify as high-potential CPO buyers. Yet CPO accounts for only about 12% of retail used-vehicle sales.

The gap is education. Overall familiarity with CPO fell from 87% in 2023 to 81% in 2026, but many shoppers have heard of CPO without knowing what certification actually includes. Only 31% of new-vehicle shoppers open to CPO, and just 27% of used-vehicle shoppers, say they know exactly how CPO differs from a traditional used vehicle. Roughly two-thirds of respondents were unclear on what the acronym even means. CPO remains a widely untapped pool of affordable vehicles that consumers simply need to be educated about.

Once owners experience it, they’re sold: 72% of current CPO owners say they would never return to a traditional used vehicle.

Why CPO matters beyond the sale

More OEMs are putting weight behind certified pre-owned, and in an affordability-challenged market it’s easy to see why. A strong CPO program can help dealers meet OEM incentive program levels, earn co-op dollars and qualify for advertising participation. It builds brand loyalty and can strengthen a store’s position for better allocation, even on new vehicles. The payoff goes well beyond used-vehicle volume.

Service retention on certified vehicles is high, which lifts fixed ops profitability and keeps the customer tied to the store and the brand. For franchise dealers who embrace it, CPO is one of the clearest ways to turn the advantages of the franchise into measurable results.

What dealers can do today

So, what’s the actual game plan? Dealers can maximize their business right now by capturing and cultivating demand and delivering great experiences that lead to closing deals and building loyalty. Start by explaining certification in plain language: the inspection, the warranty and the reconditioning behind every certified vehicle. Give CPO inventory greater visibility and keep the message consistent across the showroom and online.

Dealers also have a variety of AI-powered tools to match the right buyer with the right car and the right deal. Used well, those tools can surface CPO options for shoppers who never thought to ask for them.

Elections will come and go. Shoppers’ need for affordable, dependable rides isn’t going anywhere, and neither is the opportunity for dealers who help them understand CPO.

 Jade Terreberry is Sr. Director of Strategic Planning at Cox Automotive