Ford Authority

Lincoln Average Transaction Pricing Up 2.6 Percent In March

Following many months of steady increases and record highs, new vehicle average transaction pricing has began to cool off early this year, with the overall market posting declines for three consecutive months now. This was also true of the Ford brand, which saw its ATP decline by 1.1 percent in January, 1.9 percent in February, and 1.8 percent in March. However, Lincoln average transaction pricing hasn’t followed suit, increasing by two percent in January and one percent in February, a trend that escalated as the luxury brand’s ATP rose by 2.6 percent in March, according to new data from Kelley Blue Book.

Last month, Lincoln average transaction pricing rose from $68,730 to $70,057, which is also 14.7 percent higher than the $61,456 ATP posted by the luxury brand in March 2022. This is a sharp contrast to the overall market, which saw its March ATP come in at $48,008, which is 1.1 percent less than February and 3.8 percent higher than March of last year.

Perhaps more interesting, March 2023 was the first time in nearly two years when the average price paid for a new vehicle was below MSRP – in this case, $171 less – while incentive spend rose to its highest level in 12 months at 3.2 percent of ATP in March 2023, averaging $1,516.

“The latest transaction data from March reveals new-vehicle prices continued a downward trend through the first quarter of 2023,” said Rebecca Rydzewski, research manager of economic and industry insights for Cox Automotive. “Both luxury and non-luxury prices were down month over month. We’ve been anticipating transaction price declines, as inventory has been steadily improving and choice has expanded. More vehicles on dealer lots – and on their competitors’ lots – means dealers simply don’t have the pricing power they did six months ago.”

We’ll have more on Lincoln average transaction pricing soon, so be sure and subscribe to Ford Authority for the latest Lincoln news and ongoing Ford news updates.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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