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.