Ford Authority

Lincoln Average Transaction Price Up Two Percent In April 2024

While the overall new vehicle market has seen its average transaction pricing decline over the past few months, that hasn’t universally been the case with every brand. In fact, both Ford and Lincoln average transaction pricing declined in January to kick off the year, but both also remained stable in the month of February. Now that Cox Automotive has released data for April, it reveals that Ford’s ATP actually rose by a significant six percent last month – outpacing the market, even as sales declined. That was also true of Lincoln average transition pricing, though it didn’t rise quite as much, month-over-month.

Last month, Lincoln average transaction pricing came in at $65,321, which is 1.7 percent higher than March, when it was $64,199. This result is a significant 8 percent higher than April 2023, however when Lincoln’s ATP finished the month at $70,981. Unlike the Ford brand, these figures were on par with overall market  – in April, automotive ATP in the U.S. was $48,510, which was a monthly increase of just 2.2 percent, though also 0.5 percent lower than one year ago.

This marks the first time in three months that ATP has risen, posting its highest result since December of last year. This result was at least somewhat spurred by a decrease in incentive spending as well, as it made up 6.3 percent of the overall average transaction price in April – down from 6.6 percent March. This drop was also the first decrease in incentive spending since October 2023, when it accounted for 4.7 percent of ATP.

“The month-over-month increase in pricing in April is likely just a reflection of some pullback on incentives compared to the end of Q1, in March, when many automakers were pushing discounts to hit a strong finish to the quarter,” said Erin Keating, executive analyst at Cox Automotive. “Still, prices are down year over year. Affordability challenges continue to lurk, and as inventory slowly builds, we can expect to see incentives slowly grow through the remainder of 2024 to help keep any sales momentum alive.”

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

Subscribe to Ford Authority

For around-the-clock Ford news coverage

We'll send you one email per day with the latest Ford updates. It's totally free.


  1. anonymous guest

    I’m rooting for the GTD variant to be a Lincoln, and then higher power Navigator and Aviator.


Leave a comment