Rising new car prices are causing consumers to either sell their cars or buy used ones.
Analysts said rising new car prices would push down sales forecasts.
- The average price of a new car in January 2026 was $49,191, down from the previous month.
- The automaker cut incentives in January, bringing the average price down from $3,774 to $3,200.
- The most expensive car brand was Porsche, with an average transaction price of $128,761.
Car buyers paid an average of $49,191 for a new car in January 2026, according to Cox Automotive.
The average price of a new car in January was down 2.2% from the average price of $50,326 in December 2025, the group said. Cox also said automakers’ average MSRP was $51,288, and the group said list prices had exceeded $50,000 for 10 consecutive months.
Cox said automakers are asking a record $52,627 for a new car in December 2025. The group said automakers also cut incentives in January, going from an average of about $3,774 in December to $3,200 in January.
Erin Keating, an executive analyst at Cox Automotive, said in a statement that January’s statistics show that consumers’ preference for high-end luxury models, which was evident toward the end of last year, is receding.
“The January pricing story is a reminder of how much mix still matters in this market,” Keating said. “Despite the fact that prices have naturally fallen from December’s closing prices for luxury goods, they hit a new high in January.”
With this in mind, the USA TODAY Cars team looked at January’s top 10 most expensive car brands and the best-selling models heading into 2026.
1. Porsche
Average transaction price in January: $128,761
Rate of change from December 2025:0.1%
best selling car: Porsche Macan
2.Land Rover
Average transaction price in January: $101,554
Rate of change from December 2025: -2.5%
best selling car: land rover defender
3. Cadillac
Average transaction price in January: $83,667
Rate of change from December 2025: -3.8%
best selling car: Cadillac Escalade
4. Mercedes-Benz
Average transaction price in January: $76,410
Percent change from December 2025: 0.8%
Best selling car: Mercedes-Benz GLC Class
5.BMW
Average transaction price in January: $73,653
Percent change from December 2025: -0.4%
Best selling car: BMW X5
6. Lincoln
Average transaction price in January: $72,264
Percent change from December 2025: 0.4%
Best selling car: lincoln navigator
7. Infinity
Average transaction price in January: $68,538
Percent change from December 2025: -3.2%
Best selling car: infiniti qx60
8. Genesis
Average transaction price in January: $65,223
Percent change from December 2025: -0.5%
Best selling car: Genesis GV70
9.Rum
Average transaction price in January: $64,850
Percent change from December 2025: 0.4%
Best selling car: ram 1500
10.GMC
Average transaction price in January: $64,806
Percent change from December 2025: -3.6%
Best selling car: gmc sierra
