Lincoln Average Transaction Price Flat In April

May 11, 2023 11:00 am

While average transaction pricing for the overall new vehicle market has declined over the first few months of 2023, that hasn’t been the case with Lincoln. In fact, Ford’s luxury arm has bucked that trend with an ATP that increased two percent in January, one percent in February, and 2.6 percent in March. Things began to cool off in April, however, as Lincoln average transaction pricing remained essentially flat month-over-month, while the Ford brand saw its ATP fall by another one percent.

Last month, Lincoln average transaction pricing rose by 0.2 percent month-over-month to $70,846, which is $161 more than March. However, it’s still 14.5 percent higher than April 2022, when the ATP for the Lincoln brand finished at just $61,849. Lincoln’s ATP continues to rank above the luxury segment average as well, which came in at $64,144, down $1,605 from March.

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 Lincoln average transaction pricing soon, so be sure and subscribe to Ford Authority for the latest Lincoln news and non-stop Ford news updates.

By Brett Foote

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.