Latest Updates

• Average New Vehicle Transaction Price: March 2026 2026-04-10 10:00

  
• Average New Vehicle Transaction Price: February 2026 2026-03-10 10:00

  
• Average New Vehicle Transaction Price: January 2026 2026-02-10 10:00

  

  The average new-vehicle ATP rose +1.9% YoY to $49,191 in January (a record high for the month) but fell -2.2% MoM from December, reflecting normal seasonal cooling after year-end strength.

  • The January ATP of $49,191 marked an all-time high for the month and compared with a revised $50,318 in December, indicating prices remain elevated despite a typical post-holiday pullback.

  • The average MSRP increased +2.1% YoY to $51,288 and has stayed above $50,000 for 10 consecutive months, showing sustained elevation in asking prices even as the annual gain ran below the typical ~3% January increase.

  • Sales incentives averaged 6.5% of ATP (~$3,200) in January, down from 7.5% in December and 7.1% a year ago, suggesting automakers reduced discounting to protect margins.

  • Compact SUVs, the best-selling segment, had ATPs of $36,414 (-0.4% YoY) versus the industry’s +1.9% YoY gain, highlighting that high volumes persist in lower-priced core segments.

  • Full-size pickups continued to lift averages, with average MSRPs above $70,000 for a fifth straight month and more than 150,000 units sold, underscoring resilience in high-priced segments.

  • Subcompact cars averaged MSRPs below $26,000 but recorded fewer than 4,000 sales, while no vehicle now carries an average MSRP below $20,000, reflecting the ongoing disappearance of true entry-level options.

  • EV ATPs declined -3.1% MoM and -0.6% YoY to $55,715, while EV incentives fell to 12.4% of ATP (from 18.3% in December), indicating both softer pricing and reduced discounting versus late 2025.

  • Tesla’s ATP fell -2.2% YoY to $52,628, and total EV sales were just over 66,000 units (-20% MoM; nearly -30% YoY), showing a sharper contraction in EV volumes relative to the broader market’s -25.4% MoM industry decline.

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• Average New Vehicle Transaction Price: December 2025 2026-01-12 10:00

  

  U.S. new-vehicle prices rose to an all-time high in December, with the Kelley Blue Book average transaction price (ATP) increasing +1.1% MoM and +0.8% YoY amid a strong mix of midsize SUVs and full-size pickups.

  • The average new-vehicle ATP increased to $50,326 in December (record high), reflecting December seasonality and a sales mix skewed toward higher-priced vehicles.

  • The average new-vehicle MSRP (asking price) also set a record at $52,627, up +1.2% YoY, and has remained above $50,000 for eight consecutive months, indicating sustained pricing elevation.

  • Incentives rose to 7.5% of ATP (highest of 2025), up from 6.7% in November (+10.7% relative increase MoM), but remained below 7.9% in December 2024, suggesting more discounting sequentially but less than a year ago.

  • Full-size pickups were a major driver of the higher overall ATP, with more than 233,000 units sold (best month in five years) and an average pickup ATP of $66,386, slightly below the record set in October 2025.

  • Cox Automotive estimated combined retail and fleet revenue for full-size pickups surpassed $15B for the first time, underscoring how high-volume, high-price truck sales boosted aggregate pricing.

  • Luxury purchasing also contributed to the strong mix, with nearly 20% of shoppers buying luxury vehicles in December (a 2025 peak), excluding high-end pickup volumes.

  • New EV ATPs were $58,034 in December, up from $56,691 a year earlier (+2.4% YoY) but modestly lower vs November, indicating slight sequential softening despite higher annual pricing.

  • EV incentives jumped to 18% of ATP (record territory), helping lift EV sales to over 84,000 units (best since government-backed sales incentives were revoked), pointing to incentives playing a meaningful role in supporting demand.

  • Tesla’s ATP averaged $53,680 (-2.9% YoY) and was also down MoM, while Tesla incentives rose sharply to 19.5%, more than double year-earlier levels, indicating heavier discounting pressure.

  • Total EV sales in 2025 were ~1.28M units, down -2% YoY, with Cox expecting mostly flat EV sales in 2026 amid new model launches and improving charging infrastructure.

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• Average New Vehicle Transaction Price: November 2025 2025-12-09 10:00

  

  U.S. new-vehicle prices were broadly steady in November, with the average transaction price (ATP) edging up +1.3% YoY to $49,814 and remaining essentially unchanged MoM, reflecting a continued sales mix skewed toward higher priced models.

  • Incentives averaged 6.7% of ATP ($3,347), up from 6.5% in October but below the 7.9% level one year earlier, indicating slightly more discounting MoM but still tighter incentives than last year.

  • The average new-vehicle MSRP rose +1.7% YoY and +0.3% MoM to $51,986, marking the eighth consecutive month above $50,000 as premium vehicles continue to dominate sales.

  • Full-size pickups posted a $70,178 average MSRP (+1.8% YoY), holding above $70,000 for a third month; incentives remained steady at 8.4% of ATP, with nearly 183,000 units sold (14.2% of all sales).

  • Vehicles priced under $30,000 made up just 7.5% of November sales, down from 10.3% one year ago, underscoring ongoing weakness in the lower-priced segment.

  • EV pricing softened MoM, with the EV ATP at $58,638 (+3.7% YoY, -0.8% MoM); EV incentives jumped to 13.3% of ATP, sharply higher than October but still below last year.

  • EV sales remained weak at just over 70,000, down more than 40% YoY and roughly -5% MoM, marking a second month of soft demand.

  • Tesla’s ATP reached $54,310 (-1.7% YoY, +1.5% MoM); overall sales fell -22.7% YoY, driven by a -42.1% YoY drop in Model 3 volumes, while Model Y prices rose modestly and its sales were relatively stable YoY.

  • Cybertruck sales fell to 1,194 units, the lowest of 2025, though its $94,254 ATP remained higher both YoY and MoM.

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• Average New Vehicle Transaction Price: October 2025 2025-11-12 10:00

  

  The U.S. new-vehicle average transaction price (ATP) slipped -0.4% MoM to $49,766 in October but remained +2.1% YoY, reflecting a modest pullback from September’s record high as EV sales dropped sharply after incentive expirations.

  • The average new-vehicle MSRP declined MoM to $51,841 but was still +2.6% YoY, showing that fewer high-priced EVs in the sales mix contributed to October’s dip.

  • Incentive spending fell to 6.5% of ATP, down -11.4% MoM from 7.3% in September and below the 7.6% share a year ago, indicating a cooling in discount activity following September’s higher levels.

  • Full-size pickup ATPs hit a record $66,462 in October, supported by incentives at 8.4% of ATP, which rose MoM but remained below their June and July peaks; the segment’s average MSRP reached $70,351.

  • Cadillac ATPs rose more than +22% YoY and Porsche prices increased over +13% YoY, while Lincoln and Chevrolet also saw above-average annual gains, contrasting with notable YoY declines at Acura, Jeep, and Tesla.

  • EV sales fell to 74,835 in October, a steep -48.9% MoM decline and -30.3% YoY drop following the end of government-backed incentives, underscoring a sharp contraction in segment demand.

  • The EV ATP increased +1.6% MoM to $59,125 and was +2.3% YoY, indicating that the remaining EV mix shifted toward higher-priced models despite weaker overall sales.

  • Tesla’s ATP fell -1.1% MoM to $53,526 and was -5.5% YoY, with Model 3 and Model Y prices down MoM; Tesla sales declined -35.3% MoM and -23.6% YoY, outperforming the broader EV segment’s steeper pullback.

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• Average New Vehicle Transaction Price: September 2025 2025-10-10 10:00

  

  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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• Average New Vehicle Transaction Price: August 2025 2025-09-10 10:00

  

  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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• Average New Vehicle Transaction Price: July 2025 2025-08-11 10:00
  

  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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• Average New Vehicle Transaction Price: June 2025 2025-07-14 10:00
  

  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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• Average New Vehicle Transaction Price: May 2025 2025-06-10 10:00
  

  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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• Average New Vehicle Transaction Price: April 2025 2025-05-12 10:00
  

  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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