ATLANTA, July 14, 2026 /PRNewswire/ -- New-vehicle prices increased modestly in June, according to data released today by Kelley Blue Book, a Cox Automotive brand. The average transaction price (ATP) for a new vehicle purchased in June increased less than 1% year over year to $49,758, as buyers continued to migrate to a mix of more affordable vehicles. Vehicle sales in June were healthy, with the seasonally adjusted average rate (SAAR) at 16.5 million, the highest point in 2026. Sales volume, according to Kelley Blue Book estimates, was higher by 7.6% year over year.
Sales of subcompact SUVs – ATP of $31,113 in June – increased by more than 23% year over year, helping hold down the industry-wide, sales-weighted ATP. Small/medium pickup truck sales jumped by 12.3%, while more expensive, full-size pickup sales increased only 2.5% year over year, below the industry average. While individual product and segment prices climbed, buyers generally gravitated toward lower-priced segments in June.
Industry ATP: According to Kelley Blue Book, the ATP for a new vehicle in June was $49,758, an increase of 0.6% year over year and higher by 0.4% from the upwardly revised May ATP. Prices have been holding steady below $50,000 throughout 2026, after peaking in December 2025 at $50,609. Prices commonly peak in December, when a high mix of luxury vehicles are sold.
Industry MSRP: In June, the new-vehicle manufacturer's suggested retail price (MSRP) – commonly called "the asking price" – was $51,654, mostly unchanged from the revised lower May MSRP of $51,366. Year-over-year MSRP growth moderated 0.9% in May. The long-term average annual MSRP increase is 3.4%, suggesting price inflation in the auto market remains well below average.
Incentives: Incentive spending in June was 7% of ATP, up from 6.9% in June 2025 and down from 7.1% in May. Incentive spending has averaged 7% of ATP over the past 13 months, suggesting real discipline by automakers focused on bottom-line profitability. Incentives remain elevated for full-size pickups and luxury vehicles.
Segments: Among the five best-selling vehicle segments in June, annual ATP gains in June remained well above the industry average of 0.6% and closer to long-term average annual gains. By volume, the top five segments accounted for 63% of total industry sales, a slight increase from June 2025. Transaction prices in the largest segments were: