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Lincoln Average Transaction Price Flat In December 2024

Long expected to fall at some point after rising to new record highs during the pandemic, new vehicle pricing instead remained mostly stable – even increasing on certain occasions – throughout the course of 2024. While some brands have seen their average transaction pricing fall, others have risen, while some haven’t really changed much at all over the past year or so. Lincoln average transaction pricing dropped by a little over two percent in October, and increased by around roughly the same amount in November, but managed to stay the course to close out the year, it seems.

A front view of the 2025 Lincoln Aviator.

According to new data from Cox Automotive, Lincoln average transaction pricing came in at $66,611 in December 2024, which is flat compared to November’s figure of $66,625, as well as 0.5 percent lower than December 2023’s $66,969. That actually went against the grain of the overall market, which saw its average transaction pricing rise by 1.5 percent month over month, from $49,010 to $49,740, as well as 1.3 percent more than December 2023, when it was $48,082. As for the Ford brand, its ATP was $56,515 in December 2024, which is a mere 0.3 percent higher than November’s figure of $56,366, as well as 1.5 percent more than December 2023’s ATP of $55,657.

This rise in the overall automotive market through December 2024 marked the fourth straight month of increases, coming very close to December 2022’s record ATP of $49,958. Though average vehicle transaction pricing is typically higher in December than other months – largely due to increased luxury vehicle sales – it’s still a somewhat alarming development as incentive spending was mostly unchanged from November, coming in at 8.0 percent of ATP or $3,958. Regardless, 84,000 vehicles – or around 5.6 percent of total sales in December – transacted at prices higher than $80,000, their highest volume ever.

“It was a December to remember, in terms of both sales volumes and prices,” said Cox Automotive Executive Analyst Erin Keating. “As we reported just after the election, consumer sentiment and confidence have been on the rise. Vehicles, especially luxury vehicles, are typically an emotional purchase, and when consumers are optimistic, they go shopping. Rates dipped for a short bit late in 2024, discounts were higher, and the glass was half full. No wonder we saw the lift in both prices and volume.”

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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