"They said it would be worth every penny..."

DETROIT — Move over cash-back rebates and zero-percent financing—there’s a new promotional trend burning up the dealership floor: import fees.

In a surprising shift, automakers have begun proudly advertising import fees as a limited-time offer, turning it into the hottest “value-add” of the season.

“We used to hide them in the fine print,” admitted Lexus regional sales director Angela Kim. “But now? We throw them right on the windshield. $2,700 Import Fee! It’s part of the experience now. It’s the American way.”

What began as a simple response to new tariffs has quickly evolved into a full-blown marketing strategy. Dealerships are offering tiered packages, with names like “Global Prestige,” “Luxury Logistics,” and the wildly popular “Heritage Handling Fee,” where the more expensive the fee, the more American you are despite buying a foreign car.

“It’s like naturalizing your car,” said Carl Chapman, who just paid $3,100 in import charges on a base-model Audi A4. “They said it would be worth every penny. I'm sure I will see the benefit soon. It's around the corner.”

Auto brands are leaning into the chaos. BMW’s latest ad campaign features a blacked-out M4 drifting across the Alps with the tagline: “Some fees are worth paying. Some fees are American.” Alfa Romeo went one step further with a promotional poster that simply reads: “Yes, It’s Expensive. You're Welcome.”

Even domestic manufacturers are getting in on the action. Ford recently announced that a select line of F-150s would now include a “Simulated Import Fee” to make the truck feel more exotic.

“Americans don’t want savings,” said marketing strategist Debra Lang. “They want to feel like they paid too much and then complain.”

Buyers, meanwhile, are confused but strangely accepting.

“I saw the sticker and said, ‘What’s this $2,800 for?’” said recent Porsche buyer James April. “The salesman just said ‘heritage’ and winked. I paid it.”

Not everyone is impressed. “We’re normalizing an avoidable cost,” said consumer advocate Linda Myers. “Now it’s being treated like a good thing. What’s next, expensive eggs?”

Still, automakers insist the fees are about transparency. “We’re not charging more,” claimed Volkswagen spokesperson Klaus Dieter. “We’re just trying to keep our pockets deep.”

As import fees become the must-have accessory of the automotive world, one thing is clear: nothing says you’re American like proudly overpaying for something you didn’t have to overpay for.