As new car prices continue to rise and car buyers feel the pinch, only five major auto brands had average selling prices below $40,000 in the U.S. in March 2026.
Car buyers paid an average of $49,275 for a new car in March 2026, according to Cox Automotive’s Kelley Blue Book. The group said the average price of a new car in February was 0.1% lower than the average price of $49,353 in February 2026.
Cox also said that automakers’ average MSRP, or asking price, was $51,456 as of March 2026, which was 3.9% higher than the average list price as of February 2025, according to the group.
The average incentive increases to 7.2% of the median transaction price, which equates to a regular discount of $3,547.80. The average incentive in February was 6.9% of the average transaction price for the month.
Erin Keating, an executive analyst at Cox Automotive, said car buyers are still choosing larger, more expensive cars despite concerns about rising gas prices.
“This month’s numbers also show that industry ATPs nearing $50,000 reflect a market preference for larger, more expensive vehicles,” Keating said. “Affordable vehicles still exist, but demand continues to be concentrated in higher-end segments.”
The USA TODAY Cars team looked at five car brands and their cheapest models with average sales prices below $40,000 in March.
1.Mazda
Average transaction price in March: $36,229
Rate of change from February:0.4%
cheapest us cars: Mazda 3 (Manufacturer’s suggested retail price: $24,150)
2. Renault-Nissan-Mitsubishi Alliance
Average transaction price in March: $36,302
Rate of change from February: -1.8%
cheapest us cars: Nissan Sentra (Manufacturer’s suggested retail price: $22,600)
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3. Subaru
Average transaction price in March: $36,229
Rate of change from February:0.4%
cheapest us cars: Subaru Impreza (Manufacturer’s suggested retail price: $26,595)
4. Hyundai
Average transaction price in March: $36,229
Rate of change from February:0.4%
cheapest us cars: Hyundai Venue (Manufacturer’s suggested retail price: $20,550)
5.Honda
Average transaction price in March: $36,229
Rate of change from February:0.4%
cheapest us cars: Honda Civic (MSRP: $24,695)
