US New-Vehicle Prices Hit $50,562, Just Shy of Record, Kelley Blue Book Says
Atlanta – October 13, 2026 -- The average transaction price (ATP) for a new vehicle in the United States rose for a fourth consecutive month in September to $50,562, $52 below the all-time record of $50,614 set in December 2025, according to Kelley Blue Book, a Cox Automotive brand.
The ATP climbed 0.9% from $50,089 in August. Year over year, it gained just 0.7%, well below the typical September increase of 2% to 4%.
Affordable segments and late model-year arrivals hold back price growth
Kelley Blue Book attributes the muted gain partly to strong sales in lower-priced segments, including subcompact SUVs, compact cars and small/mid-size pickups. Arrivals of next-model-year vehicles, which are often repriced for updates, are running well behind historic norms.
The average manufacturer's suggested retail price (MSRP) rose to $52,342 from $51,821 in August. That is up 0.8% from September 2025 and below long-term averages.