It’s getting hard for consumers to find a deal on a new car even in the depths of winter.

January’s new-vehicle average transaction price clocked in at $49,191, a record for the month and up about 2% year-over-year, Cox Automotive said.

When it comes to the first month of the year, new-vehicle ATPs have ballooned about 49% since 2012, according to the company.

Part of this year’s inflated picture stemmed from decreased automaker incentives for the month, which Cox measured at equal to 6.5% of the ATP, or about $3,200, compared to 7% a year earlier. 

Another came in the ever-popular full-size pickup. The average manufacturer’s suggested retail price in the category has eclipsed $70,000 for five straight months, but more than 150,000 sold in January alone, Cox said. That compares to the much less expensive subcompact car segment, whose average MSRP was under $26,000.

The lowest incentives came with some of the otherwise most affordable vehicles: compact and midsize cars, though full-size SUV incentives were also on the lower end, Cox said. Luxury models and full-size trucks, which tend to carry some of the highest prices, enjoyed the highest incentives.

ATP inflation was essentially mirrored in the average MSRP, which was also up 2%, totaling $51,288. That’s still under the typical 3% January MSRP increase, said Cox, which reported that the average MSRP has surpassed $50,000 for 10 straight months.

Compact SUVs sold at the briskest pace in January, going for an ATP of $36,414, essentially flat year-over-year in the overall inflated market, Cox said.

What could be characterized as entry-level vehicles that sell for under $20,000 are nearly extinct, according to Cox, which said the category’s Mitsubishi Mirage is nearly gone after the brand ended its production in 2024. The next in line is the Nissan Versa, whose average MSRP is $22,315.

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