High new car prices push consumers to hold onto vehicles or buy used
Analysts said higher new car prices hurt sales estimates.
- The average price for a new car in January 2026 was $49,191, a decrease from the previous month.
- Automakers reduced incentives in January, dropping from an average of $3,774 to $3,200.
- Porsche was the most expensive auto brand, with an average transaction price of $128,761.
Car shoppers paid an average of $49,191 for new cars in January 2026, according to Cox Automotive.
The average January price for new cars was down 2.2% from December 2025’s average of $50,326, according to the group. Cox also said automakers’ average manufacturer’s suggested retail price was $51,288, which the group said was the tenth straight month sticker prices have been above $50,000.
Cox said automakers asked for a record $52,627 for new cars in December 2025. The group said carmakers also cut back on incentives in January, going from an average of approximately $3,774 in December to $3,200 in January.
Erin Keating, an executive analyst for Cox Automotive, said in a statement that January’s figures show a step back from a preference for consumers for high-end luxury models that was apparent toward the end of last year.
“January’s pricing story is really a reminder of how much mix still matters in this market,” Keating said. “We hit a new January high even as prices naturally pulled back from December’s luxury-heavy finish.”
With that in mind, the USA TODAY Cars team took a look at the top 10 most expensive auto brands in January and what their best-selling models were entering 2026:
1. Porsche
Average January transaction price: $128,761
Percentage change from December 2025: 0.1%
Best-selling car: Porsche Macan
2. Land Rover
Average January transaction price: $101,554
Percentage change from December 2025: -2.5%
Best-selling car: Land Rover Defender
3. Cadillac
Average January transaction price: $83,667
Percentage change from December 2025: -3.8%
Best-selling car: Cadillac Escalade
4. Mercedes-Benz
Average January transaction price: $76,410
Percentage change from December 2025: 0.8%
Best-selling car: Mercedes-Benz GLC-Class
5. BMW
Average January transaction price: $73,653
Percentage change from December 2025: -0.4%
Best-selling car: BMW X5
6. Lincoln
Average January transaction price: $72,264
Percentage change from December 2025: 0.4%
Best-selling car: Lincoln Navigator
7. Infiniti
Average January transaction price: $68,538
Percentage change from December 2025: -3.2%
Best-selling car: Infiniti QX60
8. Genesis
Average January transaction price: $65,223
Percentage change from December 2025: -0.5%
Best-selling car: Genesis GV70
9. Ram
Average January transaction price: $64,850
Percentage change from December 2025: 0.4%
Best-selling car: Ram 1500
10. GMC
Average January transaction price: $64,806
Percentage change from December 2025: -3.6%
Best-selling car: GMC Sierra
