Kelley Blue Book, a Cox Automotive brand, estimates that the average price paid for a new vehicle was $50,089 in August. That was 0.5% higher than July and 1.9% higher than August 2025, putting the monthly average above $50,000 while remaining below the December 2025 peak of $50,612.
Cox's price figures are observed proprietary industry estimates for August, not forecasts, advertised offers, or government counts. They describe an average across transactions and do not establish the price of a particular vehicle.
Incentives remained below last year's share
Cox estimates average incentive spending equaled 6.5% of transaction price in August, compared with 6.6% in July and 7.2% in August 2025. A national average can hide much larger differences by brand, model, trim, and inventory level.
The average manufacturer's suggested retail price was $51,852, up 0.4% from July and 2.2% from a year earlier. MSRP is a sticker price, while Cox's transaction-price estimate reflects the average amount paid before accounting for every buyer's taxes, fees, trade, financing, or optional products.
EV prices declined while incentives stayed high
Cox puts August's average new-EV transaction price at $54,813, down 1.2% from July and 2.7% from a year earlier. EV incentives averaged 12% of transaction price, above the 6.5% industrywide average.
Those national figures do not establish the price or incentive on a particular model, trim, or vehicle in local inventory. Shoppers should verify every incentive's eligibility rules, expiration date, and exact VIN before relying on it.
How shoppers can use the August snapshot
Compare several vehicles with the same model year, trim, options, and powertrain in your region.
Ask for a written out-the-door price and verify which incentives apply to the exact VIN.
Keep the vehicle price, trade-in, and financing terms separate so each part of the deal can be compared.
If financing, compare APR, term, amount financed, total interest, and total of payments across written offers.
Primary references
Sources and methodology
MyFavi links to the original material so you can verify the details, reporting period, and later updates.
Cox Automotive and Kelley Blue Book figures are attributed proprietary industry estimates and may be revised. National averages are not a price quote, incentive offer, appraisal, or financial advice.
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