After rising above $50,000 for the first time in September, the average transaction price (ATP) of a new vehicle in the U.S. increased to an all-time high of $50,326 in December, according to 2025 fourth quarter data from Kelley Blue Book (KBB).
Although December had the highest monthly average dealer discount (7.5%), more new car shoppers are taking on $1,000-plus monthly payments than ever, per a new Edmunds report.
