New vehicle average transaction pricing has proven to be largely stubborn over the past year or so, following years of record-setting monthly performances. This is due to a variety of factors, including sustained demand from consumers and tariff threats, to name just a couple, but it’s still a frustrating situation for shoppers, regardless. The bad news is, not much changed in the month of April 2025, as Ford average transaction pricing once again crept slightly higher month-over-month, too.
According to new data from Cox Automotive, Ford average transaction pricing for April 2025 came in at $54,057, which is an even one percent higher than March’s figure of $53,528. On the bright side, that figure is also 3.8 percent lower than April 2024’s ATP of $56,177, and Ford average transaction pricing also increased at a lower rate than the overall market – which Cox Automotive attributes somewhat to its employee pricing for everyone plan. In April, the entire industry posted an ATP of $48,699 – 2.5 percent higher than March 2025’s $47,512 (the biggest April increase since 2020), as well as 1.1 percent more than April 2024’s $48,186.
Despite this continued increase in average transaction pricing, demand for new vehicles remained strong in April. New-vehicle sales pace last month came in at 17.3 million, which is lower than March, but also the strongest when it comes to the month of April since 2021. At the same time, new-vehicle sales incentives fell to 6.7 percent of ATP, which is down from 7.0 percent in March and the lowest we’ve seen since summer 2024. However, tariffs have clearly had an impact on pricing, overall, with Ford becoming one of the first to raise prices on imported models in response.
“Ever since President Trump announced auto tariffs 47 days ago, the cost of new cars has been steadily climbing,” said Erin Keating, Executive Analyst, Cox Automotive. “Even though there was a surge in shopping and sales early on, the manufacturer’s suggested retail prices haven’t budged. The pricing landscape is varied depending on the automaker, car segment and specific models – some are cutting incentives, others are in high demand, and the supply isn’t evenly distributed across the board.”
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