In September, the average transaction price (ATP) for a new vehicle in the U.S. surpassed $50,000 for the first time — reaching $50,080, up 2.1% from August and 3.6% year-over-year, according to new data from Kelley Blue Book, a Cox Automotive company.
The figure reflects consumer appetite for electric and luxury models: Kelley Blue Book estimated that EVs made up 11.6% of September sales, while commanding an ATP of $58,124. More than 60 models with ATPs above $75,000 sold a total of 94,000 units — 7.4% of total industry sales, up from 6.0% in September 2024. In the rare air of six-figure vehicles, the Cadillac Escalade is still king. Two versions are available, with total sales in September reaching 4,320 units.
“Today's auto market is being driven by wealthier households who have access to capital, good loan rates and are propping up the higher end of the market,” said Erin Keating, executive analyst at Cox Automotive. “Tariffs have introduced new cost pressure to the business, but the pricing story in September was mostly driven by the healthy mix of EVs and higher-end vehicles pushing the new-vehicle ATP into uncharted territory.
“We've been expecting to break through the $50,000 barrier,” Keating added. “It was only a matter of time, especially when you consider the best-selling vehicle in America is a pickup truck from Ford that routinely costs north of $65,000. That's today's market, and it is ripe for disruption."
As 2026 model year vehicles arrive on dealer lots, the average new-vehicle manufacturer's suggested retail price (MSRP) — commonly called "the asking price" — also reached a new record-high in September of $52,183. The MSRP for the month was higher by 4.2% year over year, an increase above the long-term average.
