Ford Average Transaction Price Down One Percent In January 2025

Ford average transaction pricing has fallen a bit over the past year or so, but not quite as much as the overall automotive industry. While many expected new vehicle pricing to plummet once inventory improved, that simply hasn’t been the case thus far, as strong demand continues to keep prices afloat after they soared to new record heights over the course of the pandemic. That was largely once again the case in January 2025, though Ford average transaction pricing did decline slightly, at least.

According to new data from Cox Automotive, Ford average transaction pricing (ATP) in January 2025 came in at $55,704, which is 1.4 percent lower than December 2024’s figure of $56,512. However, it’s also 2.2 percent higher than January 2024, when Ford’s ATP was $54,495. Both of those figures trail the overall market yet again, as its January 2025 ATP of $48,641 was 2.2 percent lower than December’s $49,738, not to mention just 1.3 percent higher than January 2023’s figure of $48,031. Ford’s ATP had previously risen by around one percent in November 2024, and remained mostly stable in December.

Meanwhile, incentives declined from 8.0 percent of ATP in December to 7.2 percent in January, averaging $3,486 – 29.2 percent higher, year-over-year. Cox Automotive attributes much of the drop in ATP to the fact that luxury vehicles tend to sell quite well over the holidays before tumbling in January, however. Regardless, new vehicle sales also grew year-over-year by 5.1 percent in January, though fell by a significant 25 percent compared to a rather strong December result.

“After a surprisingly hot December, both new-vehicle sale volume and prices were lower in January as the market took a seasonal breather,” said Erin Keating, Executive Analyst Cox Automotive. “Notably, Jeep brand ATPs in January were lower year over year by almost 9%, as the storied make continues to manage a perceived price challenge. In fact, Jeep ATPs in January were close to $49,000, not far from the industry average, and the lowest point in more than three years.”