Don’t blame safety features for high car prices, experts say
Car prices are rising, but the cause may not be what you think. Don’t blame safety features as vehicle prices soar, the group says.
USA Today Car
- The average price of a new car in the United States was $49,353 as of February 2026.
- New car prices in February 2026 increased by 0.3% from the previous month.
- Only five major car brands had an average transaction price of less than $40,000.
Only five major auto brands had average selling prices below $40,000 in the U.S. in February 2026, as new car prices continue to rise and car buyers fill the gap.
Car buyers paid an average of $49,353 for a new car in February 2026, according to Cox Automotive’s Kelley Blue Book. According to the group, the average price of a new car in February rose 0.3% from the average price of $49,191 in January 2026.
Cox also said automakers’ average MSRP was $51,440, which is 3.5% higher than the average sticker price in February 2025, according to the group.
Erin Keating, an executive analyst at Cox Automotive, said in a statement that even after stripping out expensive pickups, the average price of a new car would only drop to about $39,000.
Keating said the good news for car buyers is that no car currently retails for more than $50,000.
“Most of the sales volume is still in the below-industry-average price segment,” she said. “The top five segments are around $44,000 on a weighted basis, with pickup trucks accounting for the lion’s share.”
With this in mind, in February, the USA TODAY Cars team looked at five car brands with an average selling price of less than $40,000 and their best-selling models.
1.Mazda
Average transaction price in February: $36,065
Rate of change from January: -0.1%
best selling car in usa:Mazda CX-5
2. Renault-Nissan-Mitsubishi Alliance
Average transaction price in January: $36,983
Rate of change from December 2025: -3.5%
best selling car in usa: Nissan Rogue
3. Subaru
Average transaction price in February: $37,337
Rate of change from January: -0.4%
best selling car in usa: Subaru Crosstrek
4. Hyundai
Average transaction price in February: $39,202
Rate of change from December 2025:2.4%
best selling car in usa:Hyundai Tucson
5.Honda
Average transaction price in January: $39,523
Rate of change from December 2025:1.4%
best selling car in usa:Honda CR-V
