Lincoln Average Transaction Price Up Five Percent In March 2025

As is the case with the overall market, in general, Lincoln average transaction pricing has remained rather resilient even as inventory levels continue to 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, which is at least an improvement compared to prior months of stubborn growth. However, that wasn’t the case in March, as Lincoln’s ATP grew by a rather significant margin.

According to new data from Cox Automotive, Lincoln average transaction pricing closed out March at $68,281, which is 4.7 percent higher than February’s figure of $65,199 – not to mention 7.2 percent higher than March 2024, when the luxury brand’s ATP was $63,697. By comparison, Ford’s ATP in March 2025 came in at $53,414, a decrease of 1.2 percent, month-over-month, compared to February’s $54,087. The overall market also posted a decrease of 0.2 percent in ATP from $47,577 in February to $47,462 in March, which was 0.3 percent higher than March 2024’s figure of $47,342. As for incentives, they were flat compared to February at 7.0 percent of ATP, but also 5.0 percent higher than year ago.

The fact that new vehicle average transaction pricing remains stubborn can be attributed to a couple of factors, according to Cox Automotive. For starters, new vehicle sales in March topped 1.59 million units, which is the best sales volume month in nearly four years and 30 percent higher than February – something one can attribute to people rushing to buy cars before tariffs take effect and potentially raise prices.

“All signs point to higher prices this summer, as existing ‘pre-tariff’ inventory is sold down to be eventually replaced with ‘tariffed’ inventory,” said Erin Keating, Executive Analyst, Cox Automotive. “How high prices rise for consumers is still very much to be determined, as each automaker will handle the price puzzle differently. Should the White House posture hold, our team is expecting new vehicles directly impacted by the 25 percent tariff to see price increases in the range of 10-15 percent. In addition, considering the market dynamics, we also anticipate seeing at least a five percent increase in prices of vehicles not subjected to the full 25 percent tariff. There is no way around it: Tariffs are going to push new-vehicle prices higher in the U.S.”