• The average price for a new car in the U.S. reached nearly $50,000 in July 2026.
• Only five major car brands had average transaction prices below $40,000.
• Mazda was the most affordable brand, with an average transaction price of $37,349.

Only five major car brands averaged sale prices under $40,000 in the United States in July 2026, as average new car prices inched closer to $50,000 and car shoppers are feeling the pinch.

Consumers paid an average of $49,855 for new cars in July 2026, according to Cox Automotive’s Kelley Blue Book. The average June price for new cars was up 0.2% from June 2026’s average of $49,757, and it was also a 1.9% increase over July 2025’s average, according to the group.

Cox also said automakers’ average manufacturer’s suggested retail price (also known as the sticker price) was $51,621, which the group said was 0.1% lower than the average sticker price of $51,654 in June 2026.

Erin Keating, an executive analyst for Cox Automotive, said in a statement that her group’s data shows Americans are adjusting to stubbornly high average new car prices by moving toward more affordable segments, but even that can only save them so much.

“While incentive spending eased in July, that’s only part of the pricing story,” she said. “We’re also seeing more 2027 model-year vehicles arrive on dealer lots, bringing fresh content, feature updates and higher sticker prices into the market.”

Keating added: “Consumers continue to gravitate toward more affordable segments, which is helping keep overall transaction price growth in check, but the steady flow of newer vehicles is providing some upward pressure on both ATPs and MSRPs.”

With that in mind, the USA TODAY Cars team took a look at five auto brands that had average sale prices in June below $40,000, and their best-selling models.

1. Mazda

Average July transaction price: $37,349

Percentage change from June: -0.2%

Best-selling U.S. car: Mazda CX-5

2. Subaru

Average July transaction price: $37,400

Percentage change from June: 1.0%

Best-selling U.S. car: Subaru Crosstrek

3. Renault-Nissan-Mitsubishi Alliance

Average July transaction price: $38,657

Percentage change from June: 1.0%

Best-selling U.S. car: Nissan Rogue

4. Honda

Average July transaction price: $38,814

Percentage change from June: 0.4%

Best-selling U.S. car: Honda CR-V

5. Hyundai

Average July transaction price: $39,174

Percentage change from June: -0.6%

Best-selling U.S. car: Hyundai Tucson

Keith Laing is an automotive reporter on the National Trending Desk at USA TODAY. Contact Keith at klaing@usatodayco.com.