The overall average marketed price may have declined for new vehicles in July, though six out of 10 new-vehicle models increased in price — and August sales are projected to slip, according to the findings of ZeroSum’s August 2025 “State of the Dealer” report for the U.S.
ZeroSum provides market intelligence and digital advertising solutions for dealers; data from its report found the average marketed price for new vehicles fell to $49,400 in July, but already climbed back up by more than $400 in the first five days of August to reach $49,842.
“Dealership sales remained robust in July as overall vehicle movement was 1.16 million units. However, vehicle sales have been driven largely by pull-ahead demand as car shoppers searched for affordability prior to anticipated tariff-related price increases,” said the company in a news release.
They said consumer demand is likely to dissipate in August, with vehicle movement projected at 1.1 million units. In a statement, Josh Stoll, Vice President of Dealer Success at ZeroSum, said milder-than-expected tariff-related price increases allowed the perpetuation of strong movement results in July.
“While six out of 10 models have seen their Average Marketed Prices go up in the last month, the magnitude of those increases was not as pronounced as what was feared,” he said. “Still, there is risk in the marketplace coming from continuing global trade uncertainty and the effect it is likely to have on future prices and production.”
The full report is available here and includes an outlook for used vehicles and certified vehicles.
