Only five major car brands averaged sales prices under $40,000 in the United States in April 2026 as new car prices continue to rise and car shoppers are feeling the pinch.
Consumers paid an average of $49,461 for new cars in April 2026, according to Cox Automotive’s Kelley Blue Book. The average April price was up 0.7% from March 2026’s average of $49,124, and also a 1.8% increase over April 2025’s average of $48,608.
Cox also said automakers’ average manufacturer’s suggested retail price (MSRP) was $51,607 — 2.1% higher than average sticker prices in April 2025.
Erin Keating, an executive analyst for Cox Automotive, said the numbers reflect “a mix-driven pricing story, not reaccelerating inflation.”
“Strength in high-volume segments like SUVs and pickups is lifting the average, but overall price growth remains below long-term norms, signaling that the pricing environment is continuing to normalize,” Keating said.
“Today’s pricing is being supported more by supply discipline and mix than demand strength, which is why volume is absorbing more of the pressure,” she added.
The 5 Most Affordable New Car Brands in April 2026
Here are the five auto brands that averaged below $40,000 in April, along with their bestselling models:
1. Mazda — Average April transaction price: $36,713 (up 1.3% from March). Bestselling model: Mazda CX-5
2. Subaru — Average April transaction price: $36,900 (up 0.6% from March). Bestselling model: Subaru Crosstrek
3. Renault-Nissan-Mitsubishi Alliance — Average April transaction price: $37,370 (up 3.0% from March). Bestselling model: Nissan Rogue
4. Honda — Average April transaction price: $38,902 (down 0.6% from March). Bestselling model: Honda CR-V
5. Hyundai — Average April transaction price: $38,932 (up 0.1% from March). Bestselling model: Hyundai Tucson
Reporting by Keith Laing, USA TODAY / USA TODAY Network via Reuters Connect
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