Ford Motor Company ATP Remained Stable In August 2025

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 stood mostly put in August.

According to new data from Cox Automotive, Ford Motor Company ATP closed out last month at $56,655, which is a meager 0.7 percent higher than July’s figure of $56,268, and 1.3 percent higher than August 2024’s $55,919. The Ford brand closed out last month at $56,109, which was 0.7 percent higher than July, when it was $55,719, and 1.4 percent higher than August 2024’s ATP of $55,332. Lincoln ATP was $68,432, 0.4 percent lower than July’s $68,715 and 3.4 percent more than August 2024, when it was $66,157.

The overall market essentially followed suit, with an August ATP of $49,077, or 0.5 percent higher than July’s $48,841, though also a more substantial 2.6 percent greater than August 2024’s ATP of $47,851. That latter figure was actually the highest such increase in two years, though also below historical standards. Regardless, Cox Automotive notes that much of that gain was driven by the arrival of new 2026 model year vehicles, coupled with efforts from automakers to offset increasing costs.

“While new-vehicle prices continue their upward trajectory, the pace of change remains relatively measured, more a gradual correction than a seismic shift,” said Erin Keating, Executive Analyst, Cox Automotive. “Costs are clearly increasing, for automakers, dealers and buyers alike. This month’s increase aligns with our expectations, reflecting a market that’s adjusting to new production realities and consumer preferences without tipping into volatility.”