New-car buyers in the U.S. are paying close to $50,000 on average, and in May 2026 only five major brands posted average transaction prices below $40,000. Cox Automotive data points to demand for larger vehicles and tighter supply in key segments as prices sta
By the time shoppers start comparing listings, the market is already tugging them upward.
In April 2026. consumers paid an average of $49. 220 for new cars in the United States. according to Cox Automotive’s Kelley Blue Book. That price was down 0.5% from April 2026’s average of $49. 456. but still higher than May 2025’s average of $48. 627—evidence that affordability has been slipping even when month-to-month numbers cool slightly.
Cox Automotive also pegged automakers’ average manufacturer’s suggested retail price—often called the sticker price—at $51,595. The group said that figure was 3.4% higher than average sticker prices in May 2025.
Against that backdrop, only five major car brands averaged sales prices under $40,000 in the United States in May 2026, as average new car prices remain close to $50,000 and many buyers feel the squeeze.
Cox Automotive executive analyst Erin Keating pointed to the tug-of-war between what Americans want and what the market can easily supply. In a statement. she said “a combination of Americans’ demand for larger vehicles and tightening supplies in some key segments such as pickup trucks have contributed to stubbornly high average new car prices.”.
Keating said average transaction prices are “rising 2% to 4% year over year across key vehicle segments. ” driven by “a convergence of product cycles and supply dynamics.” She added that “redesigned SUVs from Toyota. Kia. Jeep. and Hyundai are commanding higher prices out of the gate. ” while “Ford’s F-Series production constraints are tightening truck inventory. ” lifting average transaction prices.
In her statement, Keating also said “with freshened Ram pickup stepping in to capture buyers at the premium end.”
Those price pressures show up clearly when Cox Automotive data narrows the field to the most affordable options—brands with May average transaction prices under $40,000, along with their best-selling U.S. model.
Subaru ranked first on the list with an average May transaction price of $36,862. The percentage change from April was -0.1%, and its best-selling U.S. car was the Subaru Crosstrek.
Next came the Renault-Nissan-Mitsubishi Alliance, with an average May transaction price of $37,236 and a percentage change from April of -0.3%. Its best-selling U.S. car was the Nissan Rogue.
Mazda followed at $37,444 for May, with a percentage change from April of 2.0%. Its best-selling U.S. car was the Mazda CX-5.
Honda posted a May average transaction price of $38,816, with a percentage change from April of -0.2%. The best-selling U.S. model listed for the brand was the Honda CR-V.
Finally, Hyundai averaged $39,228 in May, with a percentage change from April of 0.8%. Its best-selling U.S. car was the Hyundai Tucson.
The numbers sit in a tight spot: average new-car pricing stays near $50. 000. and even within the “under $40K” group. the May figures hover close to the threshold. The result is a narrower range of mainstream choices for shoppers who want a lower monthly payment without sacrificing too much size or equipment.
For buyers trying to keep costs under control in 2026, May’s list doesn’t just show which brands priced themselves lower—it also highlights how quickly the broader market’s pricing forces pull upward, especially when demand concentrates on larger vehicles and some segments face supply constraints.
Cox Automotive Kelley Blue Book new car prices average transaction price sticker price Subaru Crosstrek Nissan Rogue Mazda CX-5 Honda CR-V Hyundai Tucson affordability under $40K