March 10, 2026Updated March 11, 2026, 11:29 a.m. ET
- The average price for a new car in the U.S. was $49,353 in February 2026.
- New car prices in February 2026 were up 0.3% from the previous month.
- Only five major car brands had average transaction prices under $40,000.
Only five major car brands averaged sales prices under $40,000 in the United States in February 2026 as new car prices continue to rise and car shoppers are filling the pinch.
Car shoppers paid an average of $49,353 for new cars in February 2026, according to Cox Automotive’s Kelley Blue Book. The average February price for new cars was up 0.3% from January 2026’s average of $49,191, according to the group.
Cox also said automakers’ average manufacturer’s suggested retail price was $51,440 which the group said was 3.5% higher than average sticker prices were in February 2025.
Even removing expensive pickups only brings the average price of new car down to about $39,000, Erin Keating, an executive analyst for Cox Automotive, said in a statement.
Keating said the good news for car shoppers is that every car isn’t retailing for over $50,000 right now.
“Most of the volume still sits in segments priced below the industry average,” she said. “The top five segments come in at around $44,000 on a weighted basis, and pickups account for a big share of that.”
With that in mind, the USA TODAY Cars team took a look at five auto brands in February that had average sales prices below $40,000 and what their best-selling models are.
1. Mazda
Average February transaction price: $36,065
Percentage change from January: -0.1%
Best-selling U.S. car: Mazda CX-5
2. Renault-Nissan-Mitsubishi Alliance
Average January transaction price: $36,983
Percentage change from December 2025: -3.5%
Best-selling U.S. car: Nissan Rogue
3. Subaru
Average February transaction price: $37,337
Percentage change from January: -0.4%
Best-selling U.S. car: Subaru Crosstrek
4. Hyundai
Average February transaction price: $39,202
Percentage change from December 2025: 2.4%
Best-selling U.S. car: Hyundai Tucson
5. Honda
Average January transaction price: $39,523
Percentage change from December 2025: 1.4%
Best-selling U.S. car: Honda CR-V
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