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 reached $49,461 in April 2026.
- Only five major auto brands had average transaction prices below $40,000 in April 2026.
- The five brands with average prices under $40,000 were Mazda, Subaru, Renault/Nissan/Mitsubishi, Honda, and Hyundai.
As new vehicle 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 April 2026.
Consumers paid an average of $49,461 for a new car in April 2026, according to Cox Automotive’s Kelley Blue Book. According to the group, the average price of a new car in April was up 0.7% compared to the average price of $49,124 in March 2026, and 1.8% compared to the average price of $48,608 in April 2025.
Cox also said that automakers’ average MSRP (also known as sticker price) was $51,607, which is 2.1% higher than the average sticker price as of April 2025, the group said.
Erin Keating, an executive analyst at Cox Automotive, said in a statement that while the numbers show car prices approaching $50,000, this is “a story of mix-driven pricing, not inflation accelerating again.”
“While strong performance in high-volume segments such as SUVs and pickup trucks is pushing the average higher, overall price growth remains below long-term norms, indicating that the price environment continues to normalize,” Keating said.
“What’s even more interesting is that while year-over-year price growth may be returning to pre-pandemic levels, the market itself has not yet returned,” she continued. “Pricing today is driven by supply discipline and mix rather than demand strength, so volumes are absorbing more pressure.”
With this in mind, the USA TODAY Cars team looked at five car brands and their best-selling models with an average selling price of less than $40,000 in April.
1.Mazda
Average transaction price in April: $36,713
Rate of change from March:1.3%
best selling car in usa:Mazda CX-5
2. Subaru
Average transaction price in April: $36,900
Rate of change from March:0.6%
best selling car in usa: Subaru Crosstrek
3. Renault-Nissan-Mitsubishi Alliance
Average transaction price in April: $37,370
Rate of change from March:3.0%
best selling car in usa: Nissan Rogue
4.Honda
Average transaction price in April: $38,902
Rate of change from March: -0.6%
best selling car in usa:Honda CR-V
5. Hyundai
Average transaction price in April: $38,932
Rate of change from March:0.1%
best selling car in usa:Hyundai Tucson
