New vehicle average transaction pricing has remained mostly stable for a few months now, which is somewhat welcome news after we spent years watching those same prices rise with each passing month. While most would prefer to see new vehicle pricing cool a bit, that simply hasn’t happened, and it’s unclear if or when it actually will at this point. As for Ford Motor Company (including both the Ford and Lincoln brands) average transaction pricing (ATP), it actually increased in July versus June, too.
According to new data from Cox Automotive, Ford Motor Company ATP closed out July 2025 at $56,282, which is 2.3 percent higher than June’s figure of $55,024, as well as 1.1 percent more than the $55,648 it was in July 2024. Ford average transaction pricing for July came in at $55,733, which is an increase of 2.4 percent versus June, as well as one percent higher than June 2024, when that same figure was $55,167. As for Lincoln, its ATP was $68,728, which is an even two percent higher than June, as well as four percent higher than July 2024’s figure of $66,058.
The overall new car market posted an ATP of $48,841 in July – 0.1 percent lower than June’s $48,900, though also 1.5 percent higher than July 2024’s $48,104. Meanwhile, incentives increased from 7.0 percent to 7.3 percent of ATP month-over-month, or $3,553. MSRPs were a bit lower – 0.3 percent – compared to June, but also, 2.4 percent higher than a year ago. Regardless, most luxury brands saw big jumps in ATP last month, indicating that the market is being buoyed by those with more money to spend, according to Cox Automotive.
“In the face of rising prices, it is becoming more evident that the new-vehicle market is being supported by pent-up demand driven largely by high-net-worth households,” said Erin Keating, Executive Analyst, Cox Automotive. “These buyers are benefiting from the wealth effect of a healthy stock market and solid wage growth since the pandemic. At the same time, automakers are providing healthy incentives to keep sales flowing. Prices are trending higher, but just as we are seeing in the broader retail markets, there’s sufficient demand and generous incentives out there, and that’s driving the market.”
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