New-Car Transaction Prices Fall for Second Consecutive Month

CHICAGO--Feb. 28, 2014: Cars.com estimated today that the average transaction price (ATP) this month for light-vehicles in the United States was $29,520, down $362 (-1.2 percent) from January and $1,320 (-4.3 percent) from February 2013.

Additionally, Jesse Toprak, chief analyst for Cars.com, announced that the average incentive this month for light vehicles was $2,372, down $11 (-0.5 percent) from January and down $106 (-4.3 percent) from February 2013.

"Strong sales of small, lower cost SUVs and decreased demand within the large-truck segment contributed to another month of declining transaction prices," said Toprak. "These are the lowest incentive levels we've seen since October 2012, but as the weather warms in the coming weeks, we expect both incentive spending and transaction prices to increase. This growth will be fueled by mounting dealer inventory and rising demand for high-priced vehicles, specifically within the luxury and large-trucks segments."