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

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 →
Pump Price Jump Calculated
ISeeCars.com examined fuel costs for different power trains, finding which ones have experienced the biggest hits since the war in Iran commenced.
Read More →
Black Book: Weekly Market Update
Wholesale values fell last week despite the spring season still being in the traditional full-gear mode, analysts said.
Read More →
Arkansas Auto Group Acquires First Indiana Rooftop
Performance Brokerage Services represented both the buyer and seller in the sale of Carver Toyota of Columbus by Carlock Automotive Group.
Read More →
Stellantis to Dive Into U.S. Lending
The multinational maker of Chrysler, Dodge, Jeep, Ram and multiple other brands received conditional approvals for a Utah-based industrial bank.
Read More →
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.
Read More →
Black Book: Weekly Market Update
Last week in the wholesale automotive market proved to be a mixed bag, analysts reported.
Read More →
Black Book: Weekly Market Update
Conversion rates were flat last week at 63%, Black Book analysts calculated, as low-mileage and almost-near units outpaced the overall market.
Read More →
EU Auto Association Urges Action
Trade relations between the European Union and the U.S. are at risk, causing the European Automobile Manufacturers Association to push lawmakers to make a decision.
Read More →
Driving into the Super CFC Era
Understanding the risks and benefits of retail accounting and Super CFCs can help you better present options to your dealer partners.
Read More →