For quite a few months now, new vehicle average transaction pricing has remained mostly stable, which is both good and bad news for shoppers. It’s good news following years of skyrocketing prices stemming from the pandemic, but also bad news, as many had hoped that new vehicle prices would plummet once inventory levels returned to normal, though that obviously hasn’t happened. Now that June has passed, we’re learning that the automotive market generally carried on without too much change, once again, and that was also true of Ford Motor Company as a whole.
According to new data from Cox Automotive, Ford Motor Company average transaction pricing (including both the Ford and Lincoln brands) closed out June at $55,026, which is a mere 0.1 percent lower than May’s figure of $55,062, though also 1.9 percent lower than June 2024, when ATP came in at $56,087. Individually, the Ford brand posted an ATP of $54,446, 0.3 percent higher than May’s figure of $54,266 and 2.2 percent lower than June 2024’s $55,662. Meanwhile Lincoln came in at $67,377 – a 2.9 percent monthly drop and 3.2 percent higher than June 2024.
By comparison, the overall automotive market posted an ATP of $48,907 in June, 0.4 percent lower than May’s $48,717 and 1.2 percent higher than last year’s figure of $48,338. Automakers recorded 15.3 million sales in June 2025, which is down from 15.6 million a month prior. As a result, inventory levels grew to an 82 days’ supply, up from 72 days in May. Incentives slowed as well, growing by just 0.1 percent to 6.9 percent of ATP month-over-month, compared to 6.5 percent a year ago. Looking ahead, it’s unclear what, if any, sort of impact tariffs might have on all of these figures, but most expect prices to rise and sales to cool as a result, if nothing changes.
“The months ahead are shaping up to be ‘the big squeeze,’ as the real headline this summer will be the growing disconnect between rising costs for automakers and dealers and relatively flat consumer prices,” said Erin Keating, Executive Analyst, Cox Automotive. “As average MSRPs continue to climb, the modest increase in transaction prices suggests the businesses are absorbing more of the burden and not passing the added costs to consumers – something that will impact profitability if the trend persists.”
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