Lincoln average transaction pricing had somewhat bucked the overall market in recent months, continuing to climb while most automotive brands either remained flat or declined slightly. However, that changed when Lincoln’s ATP of $69,693 in May represented a 0.5 percent decrease compared to April, after which it dipped 2.9 percent to $67,377 in June. Now that another month has passed, it reveals that this trend in declining Lincoln average transaction pricing was apparently only a temporary one.
According to new data from Cox Automotive, Lincoln average transaction pricing in July 2025 closed out the month at $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. As for the Ford brand, its 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.
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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