5 Affordable Brands Under $40K

Only five major car brands averaged sales prices under $40,000 in the United States in June 2026 as average new car prices remain close to $50,000 and car shoppers are feeling the pinch.

Consumers paid an average of $49,758 for new cars in June 2026, according to Cox Automotive’s Kelley Blue Book. The average June price for new cars was up 0.4% from May 2026’s average of $49,220, and it was also a 0.6% increase over May 2025’s average of $48,907, according to the group.

Cox also said automakers’ average manufacturer’s suggested retail price (also known as the sticker price) was $51,654, which the group said was 0.9% higher than average sticker prices in May 2026.

Erin Keating, an executive analyst for Cox Automotive, said in a statement that her group’s data shows Americans are adjusting to stubbornly high average new car prices, even as they grumble about it.

“One of the biggest shifts in today’s market is that consumers are no longer waiting for uncertainty to disappear,” Keating said. “After several years of inflation, high interest rates, and policy volatility, many buyers have come to view uncertainty as the new normal.”

Keating added: “If they need a vehicle, they’re moving forward and adjusting their budget and vehicle choice accordingly. The strength of midsize SUVs, with sales up more than 16% year over year, shows that consumers are gravitating toward the center of the market where value, utility, and affordability intersect. In 2026, ‘mid’ is in.”

With that in mind, the USA TODAY Cars team took a look at five auto brands that had average sales prices in June below $40,000 and their best-selling models.