More incentives? Higher prices? What car buyers can expect in 2026
Auto industry experts predict that car sales will be flat compared to 2025.
- The average price for a new car in March 2026 was nearly $50,000, with few affordable options.
- Despite concerns about gas prices, many buyers still prefer larger, more expensive cars.
- USA TODAY has compiled a list of 13 award-winning cars with starting prices under $30,000.
The average price of a new car hovers around $50,000, so there are very few new cars for less than $30,000.
Car buyers paid an average of $49,275 for a new car in March 2026, according to Cox Automotive’s Kelley Blue Book. According to the group, 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 in March 2026, which was 3.9% higher than the average list price in February 2025, according to the group.
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 reviewed 13 cars with an average selling price of less than $30,000 that received a “Best Buy” award from Kelley Blue Book.
1.Kia K4
starting price: $22,190
KBB Award: #4 Best compact car
what they said: Kia says in a press release, “The K4 offers class-leading rear legroom within the compact sedan segment, an available segment-leading multi-segment digital cockpit display, 11 standard ADAS features, advanced connectivity and OTA capabilities, and available Ultra-Wideband Digital Key 2.0.”
2. Subaru Impreza
starting price: $23,495
KBB Award: #2 Best Wagon
what they said“The 2026 Subaru Impreza will be offered exclusively as a five-door hatchback and in Sport and RS trim levels to emphasize the vehicle’s versatility, capability and sportiness,” Subaru said in a press release.
3. Toyota Corolla
starting price: $23,920
KBB Award: #4 Best compact car
what they said: Toyota said in a press release that the Corolla is a vehicle that “effortlessly combines cutting-edge technology with the reliability and affordability that drivers have come to love.”
4. Kia Seltos
starting price: $23,790
KBB Award: #2 Best 2 Row SUV
what they said: Kia said in a press release that the Seltos is a “bold SUV with a strong presence and maximum user experience.”
5. Toyota Corolla Hatchback
starting price: $24,180
KBB Award: #3 Best Hatchback
what they said: Toyota said in a press release, “The 2026 Toyota Corolla Hatchback brings a fresh spark to daily driving and offers a fun, nimble ride that will make you look forward to your daily commute.”
6. Honda Civic
starting price: $24,695
KBB Award: #1 Best Compact Car
what they said“With impressive fuel economy of 50 mpg city/47 mpg highway* and a 200-horsepower hybrid powertrain, the sporty Civic sedan blends efficiency and excitement with powerful hybrid performance,” Honda said in a press release.
7.Hyundai Kona
starting price: $26,845
KBB Award: #1 Best 2-row SUV
what they said: Hyundai said on its website that the Kona is “our small SUV for big adventures.”
8. Subaru Crosstrek
starting price: $26,995
KBB Award: #5 Best 2 Row SUV
what they said“The third-generation Subaru Crosstrek is back with the all-new next-generation Subaru Series Parallel Hybrid System to enhance range and performance and enhance the Crosstrek’s award-winning standard comfort and convenience,” Subaru said in a press release.
9. Become K5
starting price: $27,490
KBB Award: #3 Best midsize car
what they said: Kia said in a press release that the K5 is a “boldly styled sedan designed to deliver thrilling performance, premium style and cutting-edge technology at an affordable price.”
10. Ford Maverick
Manufacturer’s suggested retail price: $28,145
KBB Award: #2 Best Hybrid Truck
what they said: “The 2026 Ford Maverick continues to defy expectations, offering customers an unparalleled combination of affordability, best-in-class fuel economy and built-in Ford Tough features,” Ford said in a press release.
11.Honda Accord
Manufacturer’s suggested retail price: $28,395
KBB Award: #1 Best Midsize Car
what they said“We are extremely proud that the 11th-generation Accord continues to resonate with a wide range of buyers, including Millennials, Gen Z and multicultural customers,” Honda said in a press release.
12.Hyundai Sonata
starting price: $28,545
KBB Award: #4 Best midsize car
what they said: Hyundai said on its website that the Sonata is “our modern, sporty sedan, available in gasoline and hybrid versions.”
13. Toyota Prius
Manufacturer’s suggested retail price: $28,550
KBB Award: #1 Best Hybrid Car
what they said: “When the Prius was introduced to the U.S. market, it was nothing short of a revolution,” Toyota said in a press release. “It was a true pioneer in the world of hybrid vehicles. It set the stage for the electrification movement and captivated environmentally conscious drivers with its innovative spirit. Twenty-five years later, the 2026 Toyota Prius has evolved into a striking embodiment of sportiness and aggressiveness.”
