Ford Authority

Ford Average Transaction Price Down One Percent In April

Following years of increases, Ford average transaction pricing finally began to cool off at the start of this year, and that trend continued through March, as it declined by another 1.8 percent, bringing it down to $54,174. While it’s worth noting that this figure is still high by historical standards – it’s 13.3 percent more than March 2022, when Ford’s ATP was a mere $47,795 – these numbers are moving in the right direction, at least by consumer standards. That trend continued in April as well, according to new data from Kelley Blue Book, marking four consecutive months of price drops.

Last month, Ford average transaction pricing dropped by an even one percent month-over-month to $54,101, which is $524 less than March. However, it’s still 11 percent higher than April 2022, when the ATP for the Ford brand (not including Lincoln) finished at just $48,760. Ford’s ATP continues to rank above the industry average as well, which was actually flat in April at $48,275, though 3.7 percent higher than last year’s average of $46,531.

More importantly, average transaction pricing remained below MSRP – this time, $378 – for the second straight month after coming in above that number for 20 consecutive months, while incentive spending increased by 3.6 percent or $1,714, which is the highest in the past year. Sales were down by 1.5 percent month-over-month but rose by nine percent year-over-year, a gain that can be attributed to strong fleet demand and improved inventory levels.

“New-vehicle transaction prices are trending downward in 2023, which should feel like a breath of fresh air to buyers following the last few years of low supply and rapidly rising prices,” said Rebecca Rydzewski, research manager of Economic and Industry Insights for Cox Automotive. “Now that inventory levels are starting to climb and manufacturers are increasing incentives, the market will respond accordingly. High auto loan interest rates are still a major issue for many buyers, but inventory and price trends are a positive in the market right now.”

We’ll have more on Ford average transaction pricing soon, so be sure and subscribe to Ford Authority for non-stop Ford news coverage.

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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