Ford Authority

Ford Motor Company ATP Down One Percent In April

With inventory increasing and sales declining, the first four months of the year have seen new vehicle average transaction pricing also drop – a welcome change for prospective buyers after years of record-high prices. In April, that trend continued, as the Ford brand saw its average transaction price decline by one percent, while Lincoln fell a bit behind by posting a 0.2 percent drop. Now, after falling 1.5 percent in March, Ford Motor Company ATP once again dropped in April, according to new data from Kelley Blue Book.

Last month, Ford Motor Company average transaction pricing dropped by an even one percent month-over-month to $54,714, which is $568 less than March. However, it’s still 10.6 percent higher than April 2022, when the ATP for Ford Motor Company finished at just $49,448. FoMoCo’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, by $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 continuous 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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