The average transaction price (ATP) for a new vehicle in the U.S. reached $50,326 in December 2025, a monthly record according to Kelley Blue Book, a Cox Automotive brand. That was 0.8% higher than the figure reported for December 2024 and 1.1% above November 2025. The record applies to December’s sales—not to a calculated average for all of 2025.
What the December 2025 record measures
Kelley Blue Book’s ATP is an average of transaction prices for vehicles sold during a given month. It is not the price of every new vehicle on offer, a quote for a particular shopper, or an out-the-door total including taxes and fees. Cox Automotive Executive Analyst Erin Keating summed up the distinction: “the Kelley Blue Book ATP is a reflection of what was sold in a given month, not what is available.” Cox Automotive’s December 2025 report explains the measure and its monthly result.
The report calls $50,326 an all-time monthly high. It does not establish that the arithmetic average across all 12 months of 2025 was a record.
December prices in context
| Measure | December 2025 | Comparison |
|---|---|---|
| U.S. new-vehicle ATP | $50,326 | Up 0.8% year over year and 1.1% from November 2025, according to Kelley Blue Book/Cox Automotive |
| Average new-vehicle MSRP | $52,627 | Manufacturer’s suggested retail price; not the transaction-price measure |
| Average incentives | 7.5% of ATP | Highest point in 2025, according to Kelley Blue Book/Cox Automotive |
The price and incentive figures are from Kelley Blue Book/Cox Automotive’s 2025 data. Its December 2025 data tables state that ATP excludes applied consumer incentives. As a result, the $50,326 ATP should not be treated as a shopper’s net price after incentives, nor as a final bill after taxes, fees, financing, or deal-specific terms. MSRP is a suggested list price, while incentives are reported separately.
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Why the average rose
Cox Automotive attributed December’s higher average in part to the mix of vehicles sold: midsize SUVs and full-size pickups were strong, along with other higher-priced vehicles. Full-size pickups had a particularly strong month, with more than 233,000 sold and an average price of $66,386, according to the report. A change in sales mix can move the overall ATP even when the headline is not describing a price paid by every buyer.
December 2025 averages by vehicle segment
| Segment | Average transaction price |
|---|---|
| Compact car | $26,945 |
| Midsize SUV/crossover | $49,144 |
| Full-size pickup | $66,386 |
| Full-size SUV/crossover | $79,739 |
These Kelley Blue Book/Cox Automotive segment averages illustrate how different the sold-vehicle mix can be; they are not prices guaranteed for a specific model or buyer. The figures come from the December 2025 transaction-price tables.
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How the record compares with earlier reports
Cox Automotive’s January 2025 report described December 2022’s $49,958 ATP as the previous all-time high. The newer December 2025 data tables list December 2024 at $49,951, while the January 2025 report gave $49,740 for December 2024. Those are figures published in different report vintages; the December 2025 report’s own comparison is the basis for its stated 0.8% year-over-year increase. Cox Automotive’s December 2024 report contains the earlier account of the prior record.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What this means when budgeting for a car
The $50,326 headline is useful as a broad market indicator, not as a personal budget target. A buyer’s likely price depends on the vehicle and trim, the local offer, eligibility for incentives, taxes and fees, and financing terms. Compare quotes for the same vehicle and equipment, ask whether an advertised discount is conditional, and separate the negotiated vehicle price from taxes, fees, trade-in value, and loan costs. Kelley Blue Book’s consumer summary includes a route to its vehicle pricing tools for shoppers evaluating a specific quote: Kelley Blue Book’s December 2025 price summary.
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