October data, released November 10
Kelley Blue Book puts the average US new-vehicle transaction price at a record $51,109 for October 2026. That is up 1.3% from September’s revised $50,460 and 2.1% from October 2025. These are industry estimates for the month, not prices quoted to every buyer.
It is not an out-the-door bill
The report’s tables explicitly exclude applied consumer incentives from the average transaction prices. The release also distinguishes the estimate from a final bill incorporating incentives, taxes and fees.
Average manufacturer suggested retail price was a separate $52,933. Estimated incentives averaged $3,490, or 6.8% of transaction price. An average incentive is not an offer available on every model or to every buyer.
The headline average hides different vehicle classes
The official tables put compact cars at $28,030, compact SUVs and crossovers at $37,895, and full-size pickups at $67,912. Strong sales of more expensive vehicles can raise the overall average even when cheaper classes remain well below it.
For a useful comparison, match the vehicle class and separate the quoted vehicle price, applicable incentives, taxes and fees. The industry average alone does not establish what a particular car should cost or what someone can afford.
