Overview
- The average transaction price reached $50,080 in September, up 2.1% from August and 3.6% year over year, while the average MSRP set a record at $52,183 as 2026 models arrived.
- EV market share climbed to an estimated 11.6% in September and Q3 EV sales hit a record 437,487, driven by buyers securing tax credits before they expired at month‑end.
- Automaker incentives rose to 7.4% of the average transaction price, or about $3,700 per vehicle, with EV incentives averaging 15.3% of ATP, nearly $8,900.
- The sales mix tilted upscale, with more than 60 models averaging above $75,000 and roughly 94,000 of those vehicles sold, equal to 7.4% of industry volume.
- Affordability pressures persisted as average new‑car loan rates increased to about 9.43% and subprime 60‑day delinquencies stood at 6.43% in August.