For quite a few months now, Ford Motor Company average transaction pricing has remained largely stable, which comes as a bit of relief for those shopping for a new vehicle after years of record-setting increases. While most would prefer that new vehicle prices decrease at least a little, that doesn’t appear likely to happen – at least, not anytime soon. Now, in fact, we’re seeing Ford Motor Company ATP increase a bit yet again, which was also true of the entire market in September 2025.
According to new data from Cox Automotive, Ford Motor Company ATP (including both the Ford and Lincoln brands) closed out last month at $57,753, which is 1.9 percent higher than August’s figure of $56,667, as well as 2.5 percent more than September 2024’s $56,321. In terms of individual brands, Ford came in at $57,197 – 1.9 percent higher than August’s ATP of $56,123, and 2.7 percent higher than September 2024, when it was $55,709.
Lincoln average transaction pricing closed out last month at $69,578, 1.7 percent higher than August’s figure of $68,414, and 4.5 percent more than September 2024, when the luxury brand’s ATP was $66,572. On the more positive side, FoMoCo’s numbers lagged 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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