Only nine major car brands averaged sale prices under $40,000 in the United States in August 2026, as overall average new car prices topped $50,000 and car shoppers are feeling the pinch.
Consumers paid an average of $50,089 for new cars in August 2026, according to Cox Automotive’s Kelley Blue Book. The average August price for new cars was up 0.5% from July’s average of $49,855, and it was also a 2.2% increase over August 2025’s average, according to the group.
Cox also said automakers’ average manufacturer’s suggested retail price (also known as the sticker price) was $51,852, which the group said was 0.4% higher than the average sticker price of $51,621 in July 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 by moving toward more affordable segments, but even that can only save them so much.
“We expected transaction prices to move back above the $50,000 mark in 2026, as new-vehicle prices typically increase through the year and especially in the second half, when next-model-year vehicles begin arriving at dealerships,” she said. “New-vehicle price inflation is real, but automotive price increases have been moderate in recent years and remain below the long-term average of roughly 3%.”
Keating added: “At the same time, many American households are under significant financial pressure, which is steering more shoppers toward lower price points. The continued strong growth of subcompact SUVs highlights how important affordability remains in today’s market.”
Which Brands Averaged Under $40,000?
The USA TODAY Cars team identified nine auto brands with average August sale prices below $40,000, along with their best-selling U.S. models.
- Mitsubishi: $35,661 average transaction price, up 4.8% from July; best-selling model, Outlander.
- Mazda: $36,824, down 1.4%; best-selling model, CX-5.
- Buick: $36,901, unchanged; best-selling model, Envista.
- Nissan: $37,343, up 0.7%; best-selling model, Rogue.
- Subaru: $37,366, down 0.1%; best-selling model, Crosstrek.
- Hyundai: $37,382, up 0.1%; best-selling model, Tucson.
- Honda: $37,805, up 0.1%; best-selling model, CR-V.
- Kia: $38,681, down 0.3%; best-selling model, Sportage.
- Volkswagen: $39,158, down 3.2%; best-selling model, Tiguan.
Keith Laing is an automotive reporter on the National Trending Desk at USA TODAY.
Reporting by Keith Laing, USA TODAY / USA TODAY. USA TODAY Network via Reuters Connect.
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