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The U.S. average transaction price (ATP) for a new vehicle reached an estimated $50,326 in December 2025, a monthly record according to Kelley Blue Book, a Cox Automotive brand. The figure was up 0.8% from December 2024 and 1.1% from November 2025. It is a record for one month—not evidence that the average across all 12 months of 2025 set a record.
What the December 2025 record measures
The $50,326 figure is Kelley Blue Book’s estimate of the average transaction price for new vehicles sold in the United States during December 2025. ATP is a sales-weighted market measure: it reflects the vehicles that were sold that month, not every vehicle available for sale or the price of a typical base model. Cox Automotive Executive Analyst Erin Keating put the distinction plainly: “the Kelley Blue Book ATP is a reflection of what was sold in a given month, not what is available.” Cox Automotive’s December 2025 report explains the estimate and its context.
The report supports a monthly record claim. It does not calculate a full-calendar-year 2025 average, so it cannot establish that the annual average itself set a record.
How December compares with recent figures
| Reporting month | U.S. new-vehicle ATP | Comparison |
|---|---|---|
| December 2025 | $50,326 | Monthly record; up 1.1% from November 2025 |
| November 2025 | $49,774 | — |
| December 2024 | $49,951 | December 2025 was up 0.8% year over year |
These figures and the stated year-over-year change come from Kelley Blue Book’s December 2025 data tables. The December 2024 figure differs from the $49,740 cited in Cox Automotive’s January 2025 report; the two reporting vintages should not be blended. That earlier report described $49,958 in December 2022 as the prior all-time high. Cox Automotive’s December 2024 report contains that earlier comparison.
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Why the average rose
The average reflects what buyers purchased, so a month with more expensive vehicles can lift ATP even without every model becoming more expensive. Cox Automotive said a strong mix of midsize SUVs and full-size pickups helped push the December 2025 average higher, with particularly strong full-size pickup sales. More than 233,000 full-size pickups sold that month, and their average price was $66,386, according to the report. Keating noted that December often sees elevated prices because the market delivers a strong mix of high-end and luxury vehicles.
December 2025 segment averages show how widely transaction prices varied by vehicle type:
Rank #2
| Vehicle segment | December 2025 average price |
|---|---|
| Compact cars | $26,945 |
| Midsize SUVs/crossovers | $49,144 |
| Full-size pickups | $66,386 |
| Full-size SUVs/crossovers | $79,739 |
These are segment averages, not quotes or recommended budgets. The underlying values are in Kelley Blue Book’s December 2025 tables.
ATP, MSRP, incentives and your final price
December 2025’s average new-vehicle MSRP was $52,627, compared with an ATP of $50,326. MSRP is the manufacturer’s suggested retail price; ATP is a reported average for vehicles sold. They are different measures and neither one is necessarily the amount on an individual buyer’s final bill.
Kelley Blue Book’s data-table footnote says ATP excludes applied consumer incentives. The report separately put average incentives at 7.5% of ATP in December 2025, the highest point of 2025. Do not treat that percentage as a universal discount: a specific offer depends on the vehicle, buyer, location and deal terms. ATP also is not an out-the-door price; it does not tell an individual shopper what taxes, fees or other terms will make up their final cost. The MSRP, ATP and incentive figures are reported in Cox Automotive’s report and its Kelley Blue Book tables.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the record means for car shoppers
The $50,326 headline is useful for understanding the overall market, but it is not a target price for a particular car. A shopper comparing a compact car with a full-size pickup is looking at very different segments, and the national average cannot account for a specific model, trim, local inventory or negotiated terms. For a model-specific reference, Kelley Blue Book’s consumer article provides a vehicle-pricing tool: Average new-car price topped $50,000 in December.
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