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. This followed a period of years when pricing, in general, climbed to new record highs, and it continues to stay largely afloat due to rising costs and solid demand from consumers – not the best news for anyone in the market for a new vehicle. That was also the case with Lincoln average transaction pricing, as well as the overall market, in August 2025, too.
According to new data from Cox Automotive, Lincoln average transaction pricing ended last month at $68,432, or 0.4 percent lower than July’s ATP of $68,715 – albeit also a more significant 3.4 percent more than August 2024, when it was $66,157. By comparison, the Ford brand closed out last month at $56,109 – 0.7 percent higher than July, when it was $55,719, and 1.4 percent higher than August 2024’s ATP of $55,332.
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.
In terms of all 31 individual brands, only five recorded transaction prices in August that were lower than a year ago – Acura (-6.5 percent), Tesla (-5.5 percent), plus Dodge, Ram, and Chrysler (all under one percent). Regardless, Cox Automotive notes that much of the overall 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.”
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