CarMax promises price relief for used-car customers

CarMax is resetting its strategy for 2026 by cutting used-car prices and margins while boosting marketing investment in an effort to make its offerings more attractive and reverse recent declines in sales and unit volume.

As affordability becomes a cornerstone of its turnaround, this shift highlights how price-sensitive consumers and competitive positioning are driving the retailer to lean harder into value-based messaging and promotional reach to reconnect with buyers.