New car shoppers have faced a tough market for years to this point, thanks to skyrocketing prices and high interest rates, with little relief in sight. Rather than decline, new vehicle average transaction pricing has either largely stood the line month after month, or even increased, thanks to strong demand offsetting high inventory levels. That’s certainly true of Lincoln average transaction pricing, which has increased somewhat in recent months, and that was once again true in April 2025.
According to new data from Cox Automotive, Lincoln average transaction pricing came in at $69,728 last month, which is 2.1 percent higher than March’s figure of $68,283. It’s also a whopping 7.4 percent higher than April 2024, when Lincoln’s ATP closed out the month at $64,951. By comparison, Ford average transaction pricing in April came in at $54,057, which is an even one percent higher than March’s figure of $53,528 and 3.8 percent lower than April 2024’s ATP of $56,177. The overall market posted an ATP of $48,699 – 2.5 percent higher than March 2025’s $47,512 and 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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