Auto Market Update: Sales Hold Up, but Affordability Still Matters

September 25, 2026 | Automotive Industry

The U.S. new-vehicle market has been stronger than many forecasters expected this year, even as buyers continue to face high prices and financing costs. Cox Automotive raised its full-year 2026 sales forecast from 15.8 million to 16.1 million new vehicles. It expects September sales volume to be about 6.5% above a year earlier, though that is a forecast rather than a final tally.

That resilience does not mean every purchase feels easy. Cox’s August affordability report put the average new-vehicle transaction price at $50,090 and the typical monthly payment at $770. Higher prices offset modest improvements in rates and income. The national averages describe the market; an individual payment depends on the vehicle, down payment, credit terms, taxes, and trade-in.

For shoppers, the practical move is to compare the full cost, not just a headline monthly payment. Check the out-the-door price, financing term, total interest, insurance, and how a new or pre-owned vehicle fits the budget. Subaru, Nissan, and Ford each have different options, and inventory changes by store. Use our store links to see current selection and speak directly with the dealership.

Sources: Cox Automotive sales forecast, September 24, 2026: https://www.coxautoinc.com/press-releases/q3-september-2026-cox-automotive-new-vehicle-sales-forecast-press-release/

Cox Automotive affordability report, September 2026: https://www.coxautoinc.com/insights/august-2026-vai/

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