P&A Providers & Administrators
MenuMENU
SearchSEARCH

New-Vehicle Affordability Dips

April tariff winds buffet consumers, ending upswing in conditions.

May 15, 2025
New-Vehicle Affordability Dips

While income growth held steady for the month, it wasn’t enough to offset about a 3% increase in the average new-vehicle price, along with a dip in incentives.

Credit:

Pexels/Erik McIean

1 min to read


Affordability of new vehicles dipped in April after improving over the first quarter. Cox Automotive blamed U.S. trade tariffs for pulling conditions back down after they’d reached a nearly four-year best.

March had brought the best affordability in just under four years, according to Cox, but a fluctuating mix of trade tariffs shifted conditions for buyers.

Ad Loading...

The month brought higher new-vehicle prices and lower incentives while the average loan rate was about flat, though 92 basis points lower year-over-year.

The average new-vehicle payment rose 3% to $753, its highest since December, increasing the number of median weeks of income needed to buy the average new vehicle by a week to 37, Cox said. 

Though the average payment was still well off the December 2022 peak of $795, it’s a turn in the wrong direction for consumers. 

While income growth held steady for the month, it wasn’t enough to offset about a 3% increase in the average new-vehicle price, along with a dip in incentives, Cox said.

Affordability was still better than a year earlier, when it took 39 weeks of income to buy new. At the time, prices were 1% less while interest rates were higher and incomes and incentives lower.

Ad Loading...

Originally posted on F&I and Showroom

More Industry

Photo of gray SUV plugged into public electric-vehicle charger in parking lot
Industryby Hannah MitchellJuly 21, 2026

World EV Adoption Set to Grow

A new report says the segment, despite recent setbacks in some regions, is poised for acceleration as many countries look to reduce pollution.

Read More →
Bar chart of truck and SUV segments' weekly value change
Industryby StaffJuly 21, 2026

Black Book: Weekly Market Update

Wholesale automotive auction business stayed steady last week as bidders encountered lower prices, analysts observed.

Read More →
laptop with blue car on screen on a shopping website, Clear Costs Convert
Industryby Lauren LawrenceJuly 21, 2026

Pricing Transparency Drives Purchase Consideration

An annual study by JD Power found that clear pricing matters to consumers on automaker websites, so much so that it increases their purchase consideration.

Read More →
Ad Loading...
Bar graphic of used-car segment weekly change
Industryby StaffJuly 14, 2026

Black Book: Weekly Market Update

Used-vehicle market depreciation was the prevailing story in the wholesale market last week.

Read More →
Light-blue Fiat car parked on a sunny Chicago street
Industryby Hannah MitchellJuly 14, 2026

Smaller Is Looking Better

A growing number of Americans in the market for a new vehicle are opting for more affordable options, not waiting for market stability to bite the bullet.

Read More →
man sitting at desk using calculator with charts in front of him, to-go coffee cup on desk, rising and falling data chart in front
Industryby Lauren LawrenceJuly 14, 2026

U.S. EV Market Slowly Stabilizes

U.S. electric-vehicle interest is slowly stabilizing since a major dip in sales after last year's end of the federal EV tax credit, and hybrids remain the leading electrified power train.

Read More →
Ad Loading...
blue background, map of the world with connecting lights and an electric vehicle emblem in the middle
Industryby Lauren LawrenceJuly 8, 2026

Global EV Market Entering New Phase

Automakers are making investments to lower battery costs and optimize production to meet changing consumer needs.

Read More →
Bar chart showing week-over-week wholesale automotive price change
Industryby StaffJuly 7, 2026

Black Book Weekly Market Update

The holiday weekend, not surprisingly, put a drag on wholesale automotive activity last week, analysts observed.

Read More →
Photo of Honda CR-V SUV on two-lane road next to roadside trees
Industryby Hannah MitchellJuly 1, 2026

Auto Affordability in Context

Cox Automotive points out the complex circumstances that have led to eye-popping vehicle prices.

Read More →
Ad Loading...
Line chart of used-vehicle days to turn over past week
Industryby StaffJune 30, 2026

Black Book: Weekly Market Update

Automotive auction inventory increased last week, giving choosy bidders even more leeway.

Read More →