In October 2026, the average transaction price for a new vehicle in the United States reached a record $51 109. This figure represents a 1.3 percent increase compared to September and a 2.1 percent rise year over year. The average manufacturer suggested retail price also climbed to $52 933.
The growth in average prices is driven by consumer demand for larger vehicles. Mid-size SUVs and full-size pickup trucks remain the most popular segments. In October, mid-size SUVs reached an average price of $50 570, while full-size pickups averaged $67 912. Compact cars remain the most affordable at $28 030.
Electric vehicles showed a different trend, with average transaction prices reaching $56 220 in October. While this is a 1 percent increase from September, it remains 2.7 percent lower than in October 2025. EV buyers received incentives averaging 11.3 percent of the transaction price, compared to 6.8 percent for the overall industry.
Tesla recorded an average transaction price of $54 194 in October. Sales of the Cybertruck reached 1 914 units, the highest monthly performance in over a year, with an average transaction price of $92 380. Despite these figures, overall industry affordability remains a significant challenge due to limited incentives.
