New-Vehicle Prices Rise
With April sales down, higher prices on in-demand large vehicles helped inflate the overall ATP, though increases were under long-term averages, Cox Automotive reported.

Many midsize SUVs saw large price increases in April, along with compact SUVs and full-size trucks, inflating the month's average transaction price.
BMW
Americans’ taste for big and expensive vehicles pumped up April new-vehicle prices, though overall price increase trends continued to normalize toward prepandemic levels, according to Cox Automotive sales data.
The Kelley Blue Book numbers show the average transaction price rose nearly a percentage point over March to $49,461. That may seem like a small gain but exceeded long-term averages, Cox said. The ATP was up nearly 2% year-over-year but under the 3.6% long-term average.
Part of the increase resulted from significant price bumps in the top-selling compact and midsize SUV and full-size pickup segments, Cox said.
Meanwhile, asking prices climbed to a 2026 high point of $51,607, up 2% year-over-year and 0.6% from March.
In the midst of the price increases, overall incentives fell month-over-month, as did sales, both from March and a year earlier, according to the report. Transactions in many luxury segments in particular declined, though incentives were up on that end of the price scale as they were for pickups and SUVs, Cox said.
“What we’re seeing in April is a mix-driven pricing story, not reaccelerating inflation,” said Cox Executive Analyst Erin Keating. “Strength in high-volume segments like SUVs and pickups is lifting the average, but overall price growth remains below long-term norms, signaling that the pricing environment is continuing to normalize.”
Keating explained further that manufacturers and dealers are juggling today’s inflated environment on the back end.
“What’s more interesting is that while year-over-year price growth may be returning to pre-pandemic norms, the market itself hasn’t,” she said. “Today’s pricing is being supported more by supply discipline and mix than demand strength, which is why volume is absorbing more of the pressure.”
More Industry

Tesla Tops American-Made List
As automakers have pulled back on EV production in the U.S., the number of vehicles on Cars.com’s American-Made Index has declined, though hybrids remain popular.
Read More →
Black, White and Gray
U.S. consumers have increasingly favored achromatic shades for their vehicles, though the trend seems to have plateaued, new research shows.
Read More →
Black Book: Weekly Market Update
Wholesale automotive auction activity slowed noticeably last week, though business still remained healthy, analysts reported.
Read More →
Texas vs. California
The state known for its pickups penchant threatens to overtake the traditional center of U.S. car culture as it grows sales of new vehicles and pays more for them.
Read More →
Hybrids Record Highest Annual Mileage
A new study shows that conventional hybrids are the most heavily driven vehicles on the road, while plug-in hybrids are the least-driven power train.
Read More →
Black Book: Weekly Market Update
Last week's wholesale vehicle auction activity reflected seasonal patterns as buyers stayed choosy about selections, analysts reported.
Read More →
Auto Prices Ride May Moderation
Flat ATPs and asking prices clocked in below long-term averages for the month, though some segments saw significant price gains, reported Cox Automotive.
Read More →
Auto Retail Families Get Out While the Getting’s Good
Kerrigan Advisors’ first-quarter Blue Sky Report shows a sharp uptick in buy-sell deals as more retailers take advantage of handsome values while seeking to escape market risk.
Read More →
Holman Opens New Lexus Dealership
Located in the heart of Clark County, Lexus of Vancouver features a multi-level showroom, more than 30 service bays, an indoor drive for drop-off and pick-up and a fleet of courtesy vehicles.
Read More →
Ownership Priorities are Shifting
A new survey shows that in the U.S. vehicle quality for generation Z is largely defined by advanced safety features, intuitive technology and premium sound systems.
Read More →