Summary
New-car prices in the U.S. continued climbing in July, with the average transaction price reaching $49,855, according to Cox Automotive and Kelley Blue Book data. The figure rose 1.9% from a year earlier, marking the highest level of 2026 so far. At the same time, automakers reduced incentives to $3,192 per vehicle, down from 7.3% of transaction prices last year. Tighter inventories and faster sales have allowed dealers to offer fewer discounts. Stellantis recorded an 11% annual increase in transaction prices, while luxury brands remained particularly expensive. Electric vehicles also became costlier, as average prices rose and incentives dropped sharply, leaving buyers with less negotiating power.
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