By the time November 2025 rolled around, the message from car buyers was loud and clear. Cheap was out, and premium was in. Official industry sales data shows new vehicles priced above $75,000 outsold cars priced below $30,000, a shift that would have sounded wild just a few years ago.
Cars under $30,000 made up only 7.5% of total new vehicle sales that month. One year earlier, they still held 10.3%. That drop might not sound huge, but in auto sales, it is massive. At the same time, vehicles over $75,000 crossed the 10% mark. More Americans walked into dealerships ready to spend big, even as affordability stayed tight for most households.
Analysts were clear about that. The cars existed. Buyers just passed them by. According to Cox Automotive executive analyst Erin Keating, the numbers reflect choice, not shortage. Shoppers with high incomes picked comfort, tech, and status over sticker shock. That decision reshaped the market fast.
Trucks and SUVs Drove the Price Surge
Mike / Pexels / The shift toward luxury did not happen evenly across all vehicle types. Trucks and SUVs did most of the heavy lifting.
Full-size pickups averaged over $70,000 for the third straight month in November 2025.
Those trucks alone accounted for more than 14% of all new vehicle sales. Models like the Ford F-Series now routinely cross $65,000 once buyers add trim upgrades, tech packages, and larger engines. What used to be a work vehicle has turned into a rolling luxury lounge with leather seats and giant touchscreens.
On the other end of the lot, affordable cars barely hung on. Models like the Toyota Corolla, Chevrolet Trax, and Hyundai Elantra stayed in the lineup, but their presence shrank. Industry reports described them as clinging on like endangered species. Automakers make more money on loaded trucks and SUVs, and buyers keep rewarding that strategy.
The $50,000 Car Became Normal
The idea of a $50,000 average new car once sounded extreme. In 2025, it became reality. The average transaction price hit $49,814 in November and had already crossed $50,000 for the first time in September. That line did not snap back. It held.
Prices stayed firm because automakers did not need to cut deals. Incentives dropped again. The average incentive package in November was 6.7% of the transaction price, down from 7.9% a year earlier. Carmakers saw no reason to chase bargain hunters when higher-end buyers kept showing up.
This created a market where affordability stopped being the priority. The focus shifted to margins and premium trims. Even mainstream brands leaned harder into upscale designs and features. Entry-level models faded into the background, both in advertising and inventory.
Buyers Paid More Each Month & Stayed Longer in Debt
Pixabay / Pexels / To make these prices work, buyers stretched their finances further than ever. The average monthly payment for a new car reached about $760 in November 2025.
That number would have sounded unrealistic a decade ago. Now it barely raised eyebrows.
Longer loan terms made those payments possible. Nearly one-third of new-car buyers signed loans lasting at least 72 months. Loans running 85 to 96 months also became more common. Lower monthly bills looked appealing, but the long-term cost climbed fast.
However, this shift did not come from everyone spending more. It came from a specific group spending a lot more. Affluent households in peak earning years drove most of the growth. They were less sensitive to rates, prices, and fuel costs.
