Average New Car Price: What Buyers Pay by Segment and for EVs
The industry average sits just under its record, but most buyers pay far less or far more depending on the segment they shop.
The average new car in the US sold for $50,562 in September 2026, according to Kelley Blue Book’s monthly transaction price report from Cox Automotive. That is $52 below the record of $50,614 set in December 2025. The average sticker price (MSRP) was $52,342, and incentives averaged $3,359, or 6.6% of the transaction price.
These are the latest figures as of early November 2026. Kelley Blue Book usually publishes the next month’s numbers around the middle of the following month.
What is the average transaction price, and how is it different from MSRP?
The average transaction price (ATP) is what buyers actually paid for new vehicles in a month, after discounts and before taxes and fees. MSRP is the sticker price the automaker suggests.
The gap between them is mostly incentives and negotiation. In September 2026 buyers paid on average about $1,780 below the average sticker. Our guide to MSRP vs invoice price explains what sits between the sticker and the dealer’s cost.
| Measure (September 2026) | Amount | Change |
|---|---|---|
| Average transaction price | $50,562 | +0.9% vs August; +0.7% vs September 2025 |
| Average MSRP | $52,342 | +0.8% vs September 2025 |
| Average incentive | $3,359 (6.6% of ATP) | Down from 7.3% of ATP a year earlier |
| Average EV transaction price | $55,879 | -3% vs September 2025 |
Source: Kelley Blue Book / Cox Automotive September 2026 ATP report, published October 13, 2026.
How much does a new car cost by segment?
Segment prices range from under $28,000 for a compact car to about $67,600 for a full-size pickup. The five segments below sold about 855,000 vehicles in September 2026, nearly two-thirds of the month’s total.
| Segment | Average transaction price | Year over year |
|---|---|---|
| Compact car | $27,977 | +3.2% |
| Subcompact SUV | $31,213 | +1.5% |
| Compact SUV | $37,614 | -0.4% |
| Mid-size SUV | $50,630 | +2.0% |
| Full-size pickup | $67,573 | +1.5% |
The industry average is pulled up by trucks, large SUVs and luxury models. A shopper comparing compact SUVs should use the compact SUV figure, not the $50,562 headline number.
What does the average EV cost?
The average electric vehicle sold for $55,879 in September 2026, about 11% more than the average gas-powered and hybrid vehicle, according to Cox Automotive.
That premium has narrowed. Cox reports the EV gap has held near 11% through 2026, down from about 18% on average in 2025. EV incentives fell to 11% of the transaction price, the lowest level of 2026, compared with 14.2% a year earlier. Part of the background is the end of federal clean vehicle credits for vehicles acquired after September 30, 2025, which our explainer on the end of the federal EV tax credit covers.
Tesla’s average was $54,345, with the Model 3 at $53,804 and the Model Y at $53,052, the two models making up nearly 97% of the brand’s sales that month.
Why is the average price close to a record?
Prices for many individual models are rising, but the overall average is climbing slowly because buyers are shifting to cheaper vehicles.
- Model-year repricing. Automakers typically raise prices when next-model-year vehicles arrive in the second half of the year.
- Mix. Cox Automotive says strong sales of subcompact SUVs, compact cars and small and mid-size pickups are holding the average down. When more buyers pick a $31,000 SUV over a $50,000 one, the average falls even if each model gets pricier.
- Incentives. Lower discounts push transaction prices up. Incentives were 6.6% of ATP in September 2026, below 7.3% a year earlier.
- Costs and tariffs. Import tariffs on vehicles and parts add cost that automakers can absorb or pass on. Our guide to how tariffs affect car prices tracks the rates and who pays.
Does the average include taxes, destination and dealer fees?
The transaction price reflects the vehicle price paid, and it does not include sales tax, registration or title fees. What you sign for at the dealership will be higher.
Check each line on the buyer’s order. The destination fee is set by the automaker and appears on the window sticker, while dealer documentation fees vary by state and some states cap them. Ask for an itemized out-the-door price in writing before you agree to a number.
How should I use the average when I shop?
Use the segment average as a reference point, and compare actual quotes for the exact trim you want.
- Find the MSRP of the trim and options you want on the automaker’s site.
- Check the automaker’s current offers page for cash rebates or low-APR deals in your ZIP code.
- Ask two or three dealers for a written out-the-door price on the same configuration.
- Compare those quotes with each other first. National averages mix many trims and regions.
If a dealer adds a markup or add-ons over MSRP, our guide to dealer market adjustments and forced add-ons explains what you can refuse.
Bottom line
As of the September 2026 data, the average new vehicle sold for $50,562, close to the all-time high, while the average EV cost $55,879. Segment averages are the better guide for a real purchase, and the price you negotiate on your exact trim matters more than any national number.
FAQ
Where does the average new car price come from?
Kelley Blue Book, part of Cox Automotive, calculates it each month from vehicle transaction data. Cox publishes the report and segment tables on its website.
Is the average new car price going up in 2026?
Slowly. The September 2026 figure was 0.7% higher than a year earlier, and it rose for four months in a row, with mix toward cheaper models limiting the increase.
What is the cheapest segment to buy new?
Among the high-volume segments in Cox’s September 2026 report, compact cars had the lowest average at $27,977. Individual models can cost less than the segment average.
Are EVs still more expensive than gas cars?
On average, yes. Cox Automotive put the EV premium at about 11% in September 2026, smaller than the roughly 18% average gap in 2025.
