Report Paints Stark Affordability Picture
Edmunds data show how new-model prices ballooned and by how much.

Trucks like this 2024 GMC Sierra have proliferated over the past decade as consumers embraced bigger, more richly trimmed models.
IMAGE: GMC
A new Edmunds report that digs into the reasons for decreasing new-vehicle affordability declares that the $20,000 model is “nearly extinct.”
The analysis indicates that the average transaction price for a new vehicle hit $47,713 in March, up 33% from five years earlier, when it was $35,794.
Not only that, but five years ago, Edmunds points out that there were more models on the market at lower prices.
“In fact, when gas prices spiked in 2008, Detroit automakers scrambled to make smaller, more fuel-efficient vehicles after being criticized for losing touch with what Americans needed,” says the report by Edmunds Executive Director of Insights Jessica Caldwell.
Then low interest rates and longer loan terms helped encourage American consumers to buy bigger models with more bells and whistles, leading to the pickups and SUVs that proliferate today’s roadways, the report explains.
“But now that interest rates have shot up, and without many new vehicle options left on the lower end of the price spectrum,” it says, “buying a new vehicle will likely be out of reach for many consumers.”
The report cites statistics that illustrate waning affordability:
In March, just 0.3% of new vehicles sold had $20,000 or lower price tags, a steep drop from 8% five years earlier.
4% of sold models were under $25,000, down from 24% in March 2018.
And 17% of were under $30,000, down from 44% five years earlier.
Meanwhile, demand for bigger, more expensive models has resulted in a reverse:
17% of new models sold were priced at $60,000 or more, up from 6% five years earlier.
10% were $70,000 or higher, up from 3% in March 2018.
The report points out that with rising interest rates, many consumers will be pushed into used-model territory for affordability.
To make its point, it shows that half of full-size trucks, 94% of large SUVs, and 70% of luxury midsize SUVs sold last month cost more than $60,000, up from just 5%, 54% and 31%, respectively, five years earlier.
Originally posted on Auto Dealer Today
More Industry

Charger Network Growth Slows
Despite a projected increase in public EV chargers in 2026, charging infrastructure remains a top concern for consumers as the gap between the most and least EV-friendly places remains substantial.
Read More →
Lenders, Consumers Take on More Auto Loan Risk
September records loosened credit access the most in over a decade as buyers took advantage of the conditions to afford trading, though loan applications fell.
Read More →
Next-Gen Hybrids in Sight
Dealerships can expect to see revamped hybrids from Honda next year as the company rolls out a new system and model lineup.
Read More →
Gem State Stores Change Hands
A larger auto group founded in the industry’s early years sold two franchises to a neighbor group that's on a growth spurt.
Read More →
Charging In Motion
Honda has been researching wireless in-motion charging for electric vehicles since 2025, and new technology developments have put it a step closer to a final product.
Read More →
Twin Cities Stores Sell
Minnesota-based Walser Automotive Group made what it called the most significant acquisition in its history with a three-rooftop deal in Minneapolis.
Read More →
U.S. Auto Sales Still Below Prepandemic Levels
Mobility Global industry observers don’t expect the market to return to the higher volumes that became routine before Covid but to stay well below its potential.
Read More →
The Powertrain Shift
Electric-vehicle owners are backpedaling, according to new data, with product availability driving many to shift back to gas-powered engines.
Read More →
Achromatic Autos
The shades that dominate the U.S. car market don’t call attention to themselves, though grayscale may have plateaued after a 30-year upswing, research shows.
Read More →
Used-Vehicle Affordability Worsens
Listing prices in August defied seasonal trends, rising above $27,000 for the second time this year.
Read More →