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USA TODAY CARS
- Analysts have declared the end of new cars priced under $20,000 in the U.S. market.
- The discontinuation of models like the Nissan Versa and Mitsubishi Mirage has eliminated the most affordable options.
- The average price for a new car reached $49,191 in January 2026, according to Cox Automotive.
Auto industry analysts at Cox Automotive’s Kelley Blue Book are declaring the death of the sub-$20,000 car in the United States as new car prices continue to rise.
With the recent elimination of subcompact cars like the Nissan Versa and Mitsubishi Mirage, Cox said the U.S. market “no longer has a new vehicle with an average MSRP below $20,000.”
“Last month, the Nissan Versa, with an average MSRP of $22,315, took up the mantle as America’s most affordable vehicle, but the role will be short-lived as reports suggest production of the Nissan Versa ended in December,” Cox said.
Cox said its data shows carmakers sold fewer than 4,000 subcompact cars in January, despite average manufacturer’s sticker prices in the segment that were less than $26,000 in the month. That shows a subcompact car “fails to attract buyers,” Cox said.
The news comes as the average price of a new car reached $49,191 in January 2026, according to Cox.
With that in mind, the USA TODAY Cars team took a look at the top 10 cheapest auto brands in January and what their best-selling models were entering 2026.
1. Mitsubishi
Average January transaction price: $31,593
Percentage change from December 2025: -7.7%
Best-selling U.S. car: Mitsubishi Outlander
2. Nissan
Average January transaction price: $34,677
Percentage change from December 2025: -0.5%
Best-selling U.S. car: Nissan Rogue
3. Mazda
Average January transaction price: $36,089
Percentage change from December 2025: -0.4%
Best-selling U.S. car: Mazda CX-5
4. Buick
Average January transaction price: $36,229
Percentage change from December 2025: -1.5%
Best-selling U.S. car: Buick Encore GX
5. Kia
Average January transaction price: $36,414
Percentage change from December 2025: -0.9%
Best-selling U.S. car: Kia Sportage
6. Subaru
Average January transaction price: $37,522
Percentage change from December 2025: 1.1%
Best-selling U.S. car: Subaru Crosstrek
7. Honda
Average January transaction price: $37,886
Percentage change from December 2025: 0.6%
Best-selling U.S. car: Honda CR-V
8. Hyundai
Average January transaction price: $37,966
Percentage change from December 2025: -0.2%
Best-selling U.S. car: Hyundai Tucson
9. Volkswagen
Average January transaction price: $38,324
Percentage change from December 2025: -1.1%
Best-selling U.S. car: Volkswagen Tiguan
10. MINI
Average January transaction price: $40,906
Percentage change from December 2025: -0.4%
Best-selling U.S. car: MINI Countryman
