Ironically, as auto consumers scrambled in August to buy more affordable models, those same vehicles became more expensive.

According to Cox Automotive data, compact cars and subcompact SUVs were among the segments seeing price increases during the month as the average transaction price eclipsed $50,000 for the first time this year.

Vehicle prices typically climb as a year waxes and new model-year units hit dealer lots, Cox pointed out. But 2027 vehicles made up just 12% of new inventory in the month, the lowest share since 2020 when supplies shrank during the pandemic, according to CarGurus. And some of the very segments many consumers were hunting saw some of the biggest price increases, Cox found.

The average new-vehicle transaction price in the U.S. hit $50,089 in August, up half a percentage point from July and about 2% year-over-year, Cox reported. The ATP hit its historical peak here in December at $50,612.

The average sticker price in August, meanwhile, rose about the same amount as the ATP to $51,852, according to Cox, which said the average has stayed higher than $50,000 since April 2025.

The company blames the continued popularity of high-priced segments, including SUVs, pickups and luxury lines, for pumping up overall prices.

But more affordable segments saw price bumps in August. The compact SUV ATP was up 1% year-over-year, the subcompact SUV 2% and the compact car 3%.         

“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%,” Cox Executive Analyst Erin Keating said.

“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.”