There’s trouble on the horizon for off-roaders. The latest round of sweeping auto tariffs announced by the White House is set to hit American consumers hard—and folks shopping for trail-ready rigs like Tacomas, Broncos, and Wranglers are right in the crosshairs.

According to a newly revised analysis from the Anderson Economic Group (AEG), even the most “American” of vehicles will see price hikes between $2,500 and $5,000, while higher-end and imported rigs could cost as much as $20,000 more than current MSRPs. It’s a shakeup that could dramatically alter the off-road landscape, especially for fan favorites like the Toyota Tacoma, Ford Bronco, and Jeep Gladiator.

And the total bill? U.S. consumers could face more than $30 billion in added costs during the first year alone.

From Trailhead to Tariff: What’s Changing and Why It Matters

The president’s March 26 tariff proclamation, followed by today’s broader policy announcement, effectively raises the cost of vehicles based on their country of origin and content source. While the aim may be to shift manufacturing back to U.S. soil, the short-term consequence is a steep climb in the price of new vehicles.

AEG’s analysis looked at a range of 2025 models from automakers like Ford, GM, Toyota, Honda, BMW, and Tesla—many of which are built in North America but still rely on a globally-sourced parts supply chain.

The firm categorized vehicles into three tiers based on tariff impact:

  • Low Impact ($2,500 to $4,500): Compact cars and smaller crossovers with high U.S. content—think Honda Civic or Ford Explorer.

  • Medium Impact ($5,000 to $8,500): Midsize trucks and SUVs, including Toyota Tacomas, Ford Bronco Sport, Ram 1500, and some Jeep models.

  • High Impact ($10,000 to $20,000+): Full-size SUVs, EVs, and imports. The Chevy Suburban, and BMW X5 are all in the hot seat.

What This Means for Off-Roaders

Here’s the reality: most off-road builds start with a capable platform. The Tacoma, 4Runner, Bronco, Wrangler, and Gladiator have long served as the backbone for serious trail rigs. And while many are assembled in North America, their supply chains stretch far beyond U.S. borders. That means higher tariffs—and higher prices—are coming fast.

AEG estimates that price increases on high-demand models could hit within a month. For dealers sitting on larger inventories, that delay might stretch to 60 days—but that window is closing quickly.

So if you’ve been eyeing a new TRD Off-Road or Outer Banks Bronco for your next build, the advice is simple: buy now, or be ready to pay more later.

As AEG CEO Patrick Anderson put it:

“If you are in the market for a new car and you find one you like, my advice is to buy it right away. If you have a used car you rely upon, make sure it is well maintained—you’re likely to use it longer than you planned.”

Used Trucks Just Got More Valuable

This shift isn’t just impacting new car buyers. Used vehicle values—especially in the 4×4 and overland scene—are already trending up. Scarcity of new inventory plus rising MSRPs means your well-loved Tacoma or Wrangler could become a hot commodity.

Expect resale prices to rise, making it more expensive to upgrade, but also more profitable if you’re considering selling. Savvy owners might hold onto their rigs, investing in trail-tested upgrades—like long-travel suspension, armor, and recovery gear—rather than starting from scratch with a new vehicle.

Who’s Hit the Hardest?

While Toyota and Ford might absorb some of the tariff costs this year, AEG expects nearly all of them to be passed onto consumers over time. Luxury and import brands like Lexus, Mercedes, and Land Rover are seeing potential price jumps of $15,000 to $20,000, likely pushing some low-volume models out of the U.S. market altogether.

On the enthusiast end, that could mean saying goodbye to niche off-road trims like the Land Rover Defender 130 or Mercedes-Benz G-Class—vehicles that, while not mainstream, have strong followings among premium off-road and overland crowds.

What to Watch Going Forward

Manufacturers are already shifting strategy—adjusting production lines, trimming low-margin models, and rethinking trims. If tariffs hold, we may see a narrower field of off-road-ready vehicles in showrooms by 2026.

At the same time, aftermarket upgrades will likely become more important than ever. For buyers priced out of a new rig, bolting on capability to an older platform may be the best way to stay on the trail without breaking the bank.

Final Takeaway

With tariffs and economic uncertainty looming. The best off-road rig might be the one you already own. Credit: Reinhardt and Co

If you’re serious about off-roading, now’s the time to plan your next move. With tariffs reshaping vehicle pricing across the board, that dream build may cost more tomorrow than it does today. And if you’re already driving a dialed-in Tacoma, Bronco, or Wrangler? You might be sitting on the smartest investment in your garage.

Related: Ford Offers Employee Pricing to All U.S. Buyers Amid Auto Tariffs