The average transaction price (ATP) of new vehicles has been nothing short of a rollercoaster over the last few years. Pandemic-driven supplier issues pushed vehicle costs to all-time highs, setting the stage for a nosedive once the dust began to settle. Lately, though, new vehicle ATPs have found their footing, holding relatively steady month-over-month. Ford is no exception, as the automaker’s ATPs held steady during May 2025 in the U.S.
According to the latest data from Cox Automotive, the ATP of a new Ford during May 2025 was $54,264, representing a marginal increase on a month-over-month and year-over-year basis. The average new Ford buyer shelled out $54,081 in April 2025, meaning May represented a 0.3 percent uptick month-over-month. In May 2024, Ford ATPs clocked in at $55,707, meaning last month’s result signaled a 2.6 percent decrease from the same time period one year ago.
Across the board, industrywide ATPs also stayed the course. New buyers paid $48,799 on average during May 2025, which is right on par with the $48,811 ATP recorded in April 2025. When compared to May 2024, though, new vehicle prices exhibited a minor one percent increase from $48,319 reported last year.
The publication also notes that incentive spending decreased slightly across the board. However, it’s worth noting that in the face of tariffs, Ford is offering what it calls its “employee pricing for everyone” plan, extending attractive incentives usually reserved for employees to the general public.
“While tariff policy is adding uncertainty to the new-vehicle market, prices are holding remarkably steady, a reminder that auto industry change is often slow,” said Erin Keating, Executive Analyst at Cox Automotive. “Many automakers are keeping true to a promise to hold the line on pricing, at least in the near term. We are still expecting prices to move higher through the summer, as the inflationary impact of tariffs begins to hit. Right now, we believe dealer profitability is being squeezed, as costs on many products are going up, but raising retail prices in this environment is a real challenge.”
Comment
… people will buy anything if they’re told they’re getting something on “sale”.
Which is actually pricing something higher, knowing full well you really want to
sell it at a lower price anyway. It’s the people who get on 2 year waitlists for
a product selling far above it’s worth, just to inflate their self-worth.
What pandemic?
.