Over the past few months, Ford average transaction pricing has remained pretty stable, increasing or decreasing by less than one percent with each flip of the calendar page. While consumers would likely prefer to see those numbers decline a bit after reaching record highs in recent years, this is at least a slight relief given the sticker shock that most face when shopping for a new vehicle. Now, we’re getting a look at how Ford average transaction pricing faired in September 2025, and it isn’t the best news, either.
Rather, according to new data from Cox Automotive, Ford average transaction pricing (for the brand, not including Lincoln) closed out last month at $57,197, which is 1.9 percent higher than August’s ATP of $56,123, and a more significant 2.7 percent higher than September 2024, when that figure stood at $55,709. On the more positive side, this is a bit behind the overall market, which grew by 2.1 percent to $50,080 versus August, and 3.7 percent year-over-year, to $48,317.
Notably, September 2025 is the first time ever that the overall ATP for new vehicles exceeded the $50k mark, and 2026 model year MSRPs also hit a new record of $52,183. This, in spite of the fact that incentive spending increased to 7.4 percent of ATP, or around $3,700, which is the highest of any month in 2025 thus far. Much of this surge can be attributed to soaring EV and luxury vehicle sales, as EV share hit a new record of 11.6 percent after consumers rushed out to take advantage of the expiring tax credit.
“It is important to remember that the new-vehicle market is inflationary. Prices go up over time, and today’s market is certainly reminding us of that,” said Erin Keating, Executive Analyst, Cox Automotive. “The $20,000-vehicle is now mostly extinct, and many price-conscious buyers are sidelined or cruising in the used-vehicle market. Today’s auto market is being driven by wealthier households who have access to capital, good loan rates and are propping up the higher end of the market.”
“Tariffs have introduced new cost pressure to the business, but the pricing story in September was mostly driven by the healthy mix of EVs and higher-end vehicles pushing the new-vehicle ATP into uncharted territory. We’ve been expecting to break through the $50,000 barrier. It was only a matter of time, especially when you consider the best-selling vehicle in America is a pickup truck from Ford that routinely costs north of $65,000. That’s today’s market, and it is ripe for disruption.”
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