agent Entrepreneur logo
MenuMENU
SearchSEARCH

New Cars Less Affordable

Slight incentives pullback pushes ATP to its highest of the year, but Cox expects them to resume along with inventory.

May 15, 2024
New Cars Less Affordable

Inventory, which was flat for the month, is expected to resume its gradual rebuilding, and incentives will likely follow it, Cox said.

Credit:

Pixabay/LuckyLife11

1 min to read


New-vehicle affordability waned in April as manufacturers took their feet off the incentive gas.

The average transaction price rose 2% to $48,510, according to Cox Automotive, which said that’s the highest ATP since December, though about flat, or a half percent, down from a year earlier.

Ad Loading...

April’s average incentive came in at 6.3% of the average transaction price, down just slightly from 6.6% in March for the first incentive drop since October, Cox said. It attributed the shift to a remove from automakers’ push for a strong finish to the first quarter.

Inventory, which was flat for the month, is expected to resume its gradual rebuilding, and incentives will likely follow it, said Executive Analyst Erin Keating.

New-vehicle sales fell month-over-month, in part due to fewer selling days, Cox said.

Luxury models helped pad the overall ATP as their transaction prices rose 2.4% month-over-month while their incentives fell more than 1%.

DIG DEEPER: EVs Get More Affordable

Originally posted on Auto Dealer Today

More Dealer Ops

Car key, stacks of coins, and a paper car cutout with AutoPayPlus logo, representing auto financing, loan terms, and vehicle affordability trends.
Dealer Opsby StaffMarch 31, 2026

Survey Reveals What Won't Fix What's Breaking Car Sales

AutoPayPlus says extra-long auto loans are trapping consumers and threatening the dealer trade-in cycle, and that the industry is leveraging the wrong tools to combat high MSRPs.

Read More →
Headshots of two male executives
Dealer Opsby StaffMarch 24, 2026

IA American Appoints Two Execs

Senior vice presidents of the company's agent and dealer channels chosen to support general agents and help auto dealers with sales and performance.

Read More →
Dealer Opsby Hannah MitchellAugust 26, 2025

Franchises, Throughput Down in First Half

A handful of states see franchise growth through June, while EV sales per store boost overall business in U.S.

Read More →
Ad Loading...
SalesAugust 25, 2025

How to Build a High-Performance Sales and F&I Team

Performance and profits start with people chosen and led the right way.

Read More →
Dealer Opsby Hannah MitchellAugust 19, 2025

Buy-Sells Up in Q2

Kerrigan metrics show there’s plenty of demand, though many sellers are waiting to pull the trigger.

Read More →
F&Iby StaffApril 2, 2025

DOWC Powers the Future of F&I for NESNA

Company is providing a fully integrated F&I administration model to Nissan Extended Services North America’s dealer network.

Read More →
Ad Loading...
Industryby StaffMarch 26, 2025

March New-Vehicle Sales Healthy

Despite incentive spending not keeping pace with deliveries volume, consumers make their purchases ahead of tariffs impact.

Read More →
Product & Technologyby StaffMarch 13, 2025

New DOWC Program Debuts

Hybrid solution combines benefits of reinsurance and dealer-owned warranty companies.

Read More →
Dealer OpsJanuary 15, 2025

Carryover Rate Important for Auto Retailers

Understanding how it plays into inventory risk management is an important consideration.

Read More →
Ad Loading...
Trainingby StaffJanuary 13, 2025

Dealer Survey Finds Anxieties

Kerrigan Advisors poll shows percentage of retailers expecting lower profits, valuations is on the rise.

Read More →