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 car shoppers are feeling the pinch.
Consumers paid an average of $49,220 for new cars in May 2026, according to Cox Automotive’s Kelley Blue Book. The average May price for new cars was down 0.5% from May 2026’s average of $49,456, and it was also a 1.2% increase over May 2025’s average of $48,627, according to the group.
Cox also said automakers’ average manufacturer’s suggested retail price (also known as the sticker price) was $51,595, which the group said was 3.4% higher than average sticker prices in May 2025.
Erin Keating, an executive analyst for Cox Automotive, said in a statement that 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.
“Average transaction prices are rising 2% to 4% year over year across key vehicle segments, powered by a convergence of product cycles and supply dynamics,” she said. “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, with freshened Ram pickup stepping in to capture buyers at the premium end.”
With that in mind, the USA TODAY Cars team took a look at five auto brands in May that had average sales prices below $40,000 and their best-selling models.
1. Subaru
Average May transaction price: $36,862Percentage change from April: -0.1%Best-selling U.S. car: Subaru Crosstrek
2. Renault-Nissan-Mitsubishi Alliance
Average May transaction price: $37,236Percentage change from April: -0.3%Best-selling U.S. car: Nissan Rogue
3. Mazda
Average May transaction price: $37,444Percentage change from April: 2.0%Best-selling U.S. car: Mazda CX-5
4. Honda
Average May transaction price: $38,816Percentage change from April: -0.2%Best-selling U.S. car: Honda CR-V
5. Hyundai
Average May transaction price: $39,228Percentage change from April: 0.8%Best-selling U.S. car: Hyundai Tucson
Reporting by Keith Laing, USA TODAY / USA TODAY Network via Reuters Connect
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