Lincoln Average Transaction Price Down Two Percent In January 2025

February 13, 2025 10:01 am

As is the case with the overall market, in general, Lincoln average transaction pricing has remained rather resilient even as inventory levels hover near record highs, largely on the back of strong new vehicle sales. Over the past few months, Lincoln average transaction pricing has remained largely stable, however, which is at least an improvement compared to prior months of stubborn growth. Now that the first month of 2025 is in the rear-view mirror, we’re learning that Lincoln’s ATP finally dropped a bit in January, too.

According to new data from Cox Automotive, Lincoln average transaction pricing closed out January at $65,396, which is 1.8 percent lower than December’s figure of $66,614, though also 0.8 percent higher compared to January 2024’s $64,846. As for the Ford brand, its average transaction pricing in January came in at $55,704, which is 1.4 percent lower than December 2024’s figure of $56,512, yet also 2.2 percent higher than January 2024’s $54,495. As for the overall market, 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.

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 nine percent, 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.”

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.