The average transaction price (ATP) for new vehicles has been on a seesaw across the board. While prices in the U.S. hiked and fluctuated in the wake of pandemic-related supplier issues, they seem to have leveled out for now, a trend that was reflected in the ATP of a new vehicle built by Ford Motor Company during May 2025.
According to data from Cox Automotive, the average U.S. buyer of a new Ford Motor Company-built vehicle – spanning both the Ford and Lincoln brands – barely changed in May 2025, both on a month-over-month or year-over-year basis. FoMoCo ATP closed last month at $55,059, up 0.2 percent from April 2025’s ATP of $54,954. Compared to May 2024, last month’s new vehicle ATP was down 1.9 percent from $56,115.
FoMoCo’s result reflects the same sort of trend seen in the greater automotive industry. Across the board, ATPs also held steady. New vehicle buyers shelled out $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 represented a minor one percent increase from $48,319 reported last year.
On an individual basis, Ford ATP stayed relatively unchanged last month. Buyers paid $54,264 for a new Ford vehicle on average, up 0.3 percent month-over-month, but down 2.6 percent year-over-year. Lincoln prices averaged $69,374 last month, down 0.5 percent from April, but up 6.8 percent year-over-year.
“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.
Keating added, “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.”
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