U.S. new vehicle prices remained largely unchanged in June as consumers gravitated toward more affordable vehicle segments instead of postponing purchases, according to Kelley Blue Book, a Cox Automotive brand.
The average transaction price (ATP) for a new vehicle reached US$49,758 in June, up 0.6 per cent year over year and 0.4 per cent from May. Meanwhile, the seasonally adjusted annual rate (SAAR) climbed to 16.5 million vehicles, the highest level of 2026, with sales volume estimated to be up 7.6 per cent from a year earlier.
Rather than broad price reductions, Kelley Blue Book said the stable industry-wide ATP reflected changing consumer buying patterns. Sales of subcompact SUVs increased more than 23 per cent year over year, while smaller pickup trucks also posted stronger gains than full-size pickups, pulling the average transaction price lower despite modest price increases across most segments.
“The biggest shift in today’s market is that consumers are no longer waiting for uncertainty to disappear,” said Erin Keating, Executive Analyst at Cox Automotive. “If they need a vehicle, they’re moving forward and adjusting their budget and vehicle choice accordingly.”
Among the highest-volume segments, midsize SUVs posted a 16 per cent increase in sales, while average transaction prices rose between 2.1 and 3.7 per cent across the five largest categories.
Electric vehicles continued to follow a different pricing trend. The average EV transaction price fell 4.5 per cent year over year to US$56,238, marking the sixth consecutive month of annual price declines. EV incentives remained well above the industry average at 13 per cent of transaction prices, although they eased slightly from May. Tesla’s average transaction price rose modestly from the previous month but remained 2.1 per cent below June 2025 levels.
