03:21 18-01-2026

U.S. auto market faces sharp stratification with rising car prices

The U.S. auto market is entering a phase of sharp stratification. While premium brands are posting record sales, the mass-market segment is under pressure: new cars are becoming too expensive for the average buyer.

Statistics

The average price of a new car in the U.S. has surpassed $50,000, altering perceptions of a 'normal purchase.' Where a new vehicle was once a routine step for family budgets, it's increasingly seen as a luxury item.

Against this backdrop, premium dealers are reporting their best years, while mainstream dealerships face buyer caution and protracted negotiations over monthly payments.

More expensive, more sales

Data from Kelley Blue Book shows that more cars priced over $75,000 are sold than models under $30,000. In November, just 7% of U.S. sales were for cars under $30,000. Meanwhile, the average transaction price is rising—$50,326 in December 2025, confirming a broader shift toward expensive models. To sustain sales, banks are extending loan terms to 84 months, keeping payments below the critical $1,000 per month threshold, a sum already paid by one in five buyers.

Americans losing cars

While affluent Americans continue to buy large, expensive vehicles, the middle class is being squeezed out of the market. This creates a two-tier structure: the premium segment grows as the mass-market segment shrinks. This intensifies social and economic pressures and raises questions about the future accessibility of personal transportation.