Cox Automotive Average New Vehicle Transaction Price

Data Transportation

Source: Cox Automotive
Source Link: https://www.coxautoinc.com/
Frequency: Monthly
Next Release(s): November 13th, 2025 10:00 AM

Latest Updates

The U.S. new-vehicle average transaction price (ATP) rose +2.1% MoM and +3.6% YoY in September 2025 to $50,080, surpassing the $50,000 mark for the first time and extending a year-long trend of steady price gains.
- The average manufacturer’s suggested retail price (MSRP) reached a record $52,183 (+4.2% YoY), supported by a strong mix of luxury vehicles and high-priced EVs.
- Incentive spending rose to 7.4% of ATP (≈$3,700), the highest level of 2025, compared with 7.2% in August and 7.3% in September 2024.
- EVs accounted for a record 11.6% of total sales, with an average transaction price of $58,124 (+3.5% MoM; -0.4% YoY).
- A total of 437,487 EVs were sold in Q3, representing 10.5% of the market and nearly +30% YoY growth ahead of incentive expirations.
- Vehicles priced above $75,000 made up 7.4% of all sales, up from 6.0% a year earlier, with the Cadillac Escalade leading six-figure models (4,320 units sold).
- Tesla’s average transaction price declined -6.8% YoY to $54,138 and edged slightly lower from August, reflecting the introduction of lower-priced Model 3 and Model Y variants.
- Analysts noted that the record ATP reflects continued strength among wealthier buyers and EV demand, while tariffs and model mix added to upward price pressures.
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The new-vehicle average transaction price (ATP) rose to $49,077 in August 2025, up +0.5% MoM and +2.6% YoY, the strongest annual gain in over two years, as 2026 models entered the market and EV sales hit record highs.
- The industry average MSRP climbed to $51,099, up +3.3% YoY, the largest increase of 2025 and in line with long-term averages.
- Incentive spending eased slightly to 7.2% of ATP in August from 7.3% in July, holding close to its 12-month average.
- Out of 31 tracked brands, 26 posted YoY ATP gains; Acura (-6.5%) and Tesla (-5.5%) recorded the largest declines, while 17 brands saw increases above +3%.
- Full-size pickups continued to lift ATPs, with the Ford F-Series ($66,934) and Chevrolet Silverado ($61,023) leading all models, followed by the GMC Sierra ($70,150) and Ram pickup ($65,849).
- EV sales set a record at 146,332 units in August, representing 9.9% of total sales, up from 9.1% in July; Q3 2025 is on pace to set an all-time quarterly record.
- The EV ATP rose +3.1% MoM to $57,245 but was flat YoY (-0.1%), while EV incentives averaged 16% of ATP (over $9,000), more than twice the industry average.
- Tesla’s ATP increased +2.9% MoM to $54,468 but was down -5.5% YoY; its U.S. EV sales fell -6.7% YoY, cutting its EV market share to 38%, the lowest on record.
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The new-vehicle average transaction price (ATP) in July 2025 was $48,841, down -0.1% MoM but up +1.5% YoY, the largest annual gain of 2025, with incentives rising to 7.3% of ATP ($3,553), the highest this year.
- New-vehicle MSRPs fell -0.3% MoM but rose +2.4% YoY, outpacing ATP gains; Cadillac, Land Rover, and Infiniti posted double-digit YoY ATP gains, while Jeep’s ATP dropped -12% YoY to $47,275, its lowest since fall 2021.
- EV ATP fell -2.2% MoM and -4.2% YoY to $55,689; Tesla’s ATP declined -2.4% MoM and -9.1% YoY to $52,949, with higher incentives and a greater share of Model 3/Y sales.
- EV incentives hit a record 17.5% of ATP, over 40% higher YoY, ahead of the Oct. 1 sunset of federal support.
- July EV sales topped 130,000 units (+20% YoY), the second-best month on record, driven by urgency before incentive expiration.
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New-vehicle average transaction prices (ATP) rose 0.4% MoM and 1.2% YoY in June 2025 to $48,907, the highest YoY gain this year but still below the 10-year average of 3.9%.
- Incentive spending rose to 6.9% of ATP in June (vs 6.8% in May), up from 6.5% a year ago, as inventory climbed to 82 days from 72 in May.
- The new-vehicle sales pace slowed slightly to 15.3 million SAAR from 15.6 million in May.
- The average MSRP rose to $51,124 in June (+2.3% YoY), the second-highest on record, outpacing ATP gains and squeezing dealer margins.
- EV ATP dropped to $56,910 (–0.6% MoM, –2.8% YoY), while EV incentives hit a record 14.8% of ATP (≈$8,400).
- Tesla’s ATP declined to $54,989 (–0.5% MoM, –5.7% YoY); Model Y ATP dropped to $53,224 as Tesla sold 25,095 units in its strongest month of 2025.
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New-vehicle average transaction prices (ATP) held steady in May at $48,799, virtually unchanged from April’s $48,811, and up 1.0% YoY.
- EV ATP dropped to $57,734 in May, down -2.3% MoM and -1.1% YoY, while overall industry incentives rose slightly to 6.8% of ATP from 6.7% in April.
- The new-vehicle sales pace declined to 15.6 million SAAR in May, down from 17.3 million in April.
- Average MSRP increased to $50,968 in May, a new high for 2025 and up 2.1% YoY.
- Compact SUV ATP was $36,515 with incentive spending rising to 8.0% of ATP from 7.9% in April.
- Prices for small/mid-size pickup trucks rose 0.9% MoM to $42,062, while incentives edged down to 5.9% of ATP.
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New-vehicle average transaction prices (ATP) surged 2.5% MoM in April to $48,699, a sharp jump amid tariff-driven demand, and the second-largest April increase in over a decade.
- April typically delivers a monthly increase of 1.1%. In the past decade, only April 2020 produced a larger month-over-month increase, at 2.7%.
- Industry-wide sales incentives dropped to 6.7% of ATP in April, down from 7.0% in March and the lowest since summer 2024.
- EV prices rose to a new high of $59,255 in April, up 0.2% MoM and 3.7% YoY, while incentives fell to 11.6% of ATP, the lowest since late 2023.
- Compact SUV prices were flat MoM and YoY at $36,416, but incentives declined to 7.8% of ATP from 8.2% in March.
- Tesla led EV sales with over 45,000 units sold, while the average ATP for Tesla rose to $56,120; Cybertruck ATP remained high at $89,247 despite falling below 2,000 units sold.
- Sales pace slowed from March but remained strong at 17.3 million SAAR, the best April performance since 2021.
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The estimated March new-vehicle ATP from Kelley Blue Book was $47,462 In March, down slightly from the revised-lower ATP of $47,577 in February.
- Sales incentives in March were flat compared to February at 7.0% of ATP, but higher by 5% than year-ago levels when incentives were equal to 6.7% of ATP.
- New electric vehicle prices in March are initially estimated by the team to be $59,205, higher year over year by 7.0%.
- While transaction prices and incentives held mostly steady in March, sales roared. According to Kelley Blue Book estimates, new-vehicle sales in March topped 1.59 million units, the best sales volume month in nearly four years. Sales in March were nearly 30% higher than in February, as many consumers rushed to buy vehicles before the expected tariff-driven price hikes took hold.
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Average New Vehicle Transaction Price: February 2025 2025-03-11 10:00
Average New Vehicle Transaction Price: January 2025 2025-02-11 10:00
Average New Vehicle Transaction Price: December 2024 2025-01-16 10:00