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.