The average new vehicle sold for $50,562 in September 2026, according to Kelley Blue Book, just $52 below the all-time record of $50,614 set in December 2025. Prices rose 0.9% from August and 0.7% from a year earlier, while the average sticker price reached $52,342.
The cheapest segment, compact cars, averaged $27,977. The average electric vehicle sold for $55,879.
New car prices in September 2026 at a glance
| September 2026 | Change | |
|---|---|---|
| Average transaction price | $50,562 | +0.9% vs. Aug; +0.7% vs. 2025 |
| Average MSRP | $52,342 | +0.8% vs. 2025 |
| Average incentive | $3,359 (6.6%) | Down from 7.3% a year ago |
| Average EV price | $55,879 | -3% vs. 2025 |
| Record high | $50,614 | December 2025 |
In August the average moved back above $50,000, to $50,089, Digital Dealer reported from KBB's data.
What does each type of vehicle cost?
Kelley Blue Book's figures for the biggest segments:
| Segment | Average price | vs. 2025 |
|---|---|---|
| Compact car | $27,977 | +3.2% |
| Subcompact SUV | $31,213 | +1.5% |
| Mid-size car | $34,104 | n/a |
| Compact SUV | $37,614 | -0.4% |
| Mid-size SUV | $50,630 | +2.0% |
| Full-size pickup | $67,573 | +1.5% |
The five biggest segments made up nearly two-thirds of September sales.
Which brands are cheapest and most expensive?
| Cheapest average price | Most expensive average price | ||
|---|---|---|---|
| Mitsubishi | $34,353 | Porsche | $128,831 |
| Mazda | $37,084 | Land Rover | $101,308 |
| Subaru | $37,344 | Cadillac | $84,525 |
| Nissan | $37,437 |
Why aren't prices rising faster?
Buyers are trading down. Strong sales of subcompact SUVs, compact cars and small and mid-size pickups held the overall average down, according to Cox Automotive.
"Consumers don't buy the industry average," said Erin Keating, executive analyst at Cox Automotive.
How much do EVs cost now?
The average EV sold for $55,879, about 11% more than comparable gas vehicles. EV incentives fell to 11% of the price, the lowest point in 2026.
Tesla's average price was $54,345. The Model 3 averaged $53,804 and the Model Y $53,052. See how EV demand is recovering in our Q3 2026 EV sales report.
How can buyers pay less?
- Shop the segment, not the brand. Compact cars and subcompact SUVs average $28,000 to $31,000.
- Ask about incentives. They average 6.6% but vary widely.
- Check total cost. Some EVs cost more up front but less to run. The federal EV credit is no longer available for new purchases, though some states still offer rebates.
