FI showroom red and grey logo
MenuMENU
SearchSEARCH

New-Vehicle Affordability Dips

April tariff winds buffet consumers, ending upswing in conditions.

May 15, 2025
New-Vehicle Affordability Dips

While income growth held steady for the month, it wasn’t enough to offset about a 3% increase in the average new-vehicle price, along with a dip in incentives.

Credit:

Pexels/Erik McIean

1 min to read


Affordability of new vehicles dipped in April after improving over the first quarter. Cox Automotive blamed U.S. trade tariffs for pulling conditions back down after they’d reached a nearly four-year best.

March had brought the best affordability in just under four years, according to Cox, but a fluctuating mix of trade tariffs shifted conditions for buyers.

Ad Loading...

The month brought higher new-vehicle prices and lower incentives while the average loan rate was about flat, though 92 basis points lower year-over-year.

The average new-vehicle payment rose 3% to $753, its highest since December, increasing the number of median weeks of income needed to buy the average new vehicle by a week to 37, Cox said. 

Though the average payment was still well off the December 2022 peak of $795, it’s a turn in the wrong direction for consumers. 

While income growth held steady for the month, it wasn’t enough to offset about a 3% increase in the average new-vehicle price, along with a dip in incentives, Cox said.

Affordability was still better than a year earlier, when it took 39 weeks of income to buy new. At the time, prices were 1% less while interest rates were higher and incomes and incentives lower.

Ad Loading...

More Showroom

Photo of sold Ford store exterior
Showroomby Hannah MitchellMay 11, 2026

Mid-Atlantic Ford Store Has New Owner

A growing Maryland automotive group is only the 93-year-old dealership’s third owner after its longtime proprietors retired.

Read More →
groundbreaking ceremony for new Barrington Porsche dealership with Murgado Automotive Group and Joseph Nicholas Construction
Showroomby Lauren LawrenceMay 11, 2026

Porsche Dealership Breaks Ground in Illinois

Barrington Porsche will be the new location for Murgado Automotive Group’s existing Porsche dealership currently in the Motor Werks of Barrington auto mall.

Read More →
aerial view of Fireside Honda in Ohio
Showroomby Lauren LawrenceMay 6, 2026

Michigan Auto Group Acquires Ohio Rooftops

Feldman Automotive Group added two new brands, Honda and Toyota, to its portfolio with its latest acquisition of four Fireside dealerships in Ohio.

Read More →
Ad Loading...
Photo of Scout Terra pickup truck outside farm building
ShowroomMay 4, 2026

California VW Dealers Go After Scout

The franchisees’ state-level actions follow a California auto dealers trade group lawsuit against the VW affiliate last year, both efforts to stop the EV maker’s plan to sell direct to consumers.

Read More →
Photo of rear of Mercedes VLE passenger van
Showroomby Hannah MitchellApril 27, 2026

EVs Gain Traction in Europe

First-quarter auto sales increased as more consumers took advantage of government incentives. Hybrid deliveries are leading the way on the electrifieds boom.

Read More →
road winding through redwood trees, California EV Market Cools, F&I and Showroom logo
Showroomby Lauren LawrenceApril 22, 2026

California Holds EV Lead Despite Annual Decline

At nearly 14%, California had the lowest zero-emission vehicle market share in the first quarter since the fourth quarter of 2021, according to the California New Car Dealers Association.

Read More →
Ad Loading...
Photo of Ford F-150 grill with nameplate
Showroomby Hannah MitchellApril 20, 2026

Will Extended-Range Autos Make Inroads?

EREVs, also known as ‘series hybrids,’ may catch on in the U.S., where they currently have barely a toehold, as automakers tilt away from some purely electric models and consumers crave more range.

Read More →
Cars on road in European city
Showroomby Hannah MitchellMarch 30, 2026

Electrifieds Lead EU New-Vehicle Sales

Hybrids in particular lead not only EV market share but all power trains on the continent so far this year as gas and diesel continue their decline.

Read More →
Hyundai steering wheel, black leather
Showroomby Lauren LawrenceMarch 30, 2026

Hyundai Expands North American Footprint

Building on a previously announced $26 billion U.S. investment, Hyundai said it will grow its North American lineup and U.S.-based production and parts sourcing.

Read More →
Ad Loading...
Image of Honda 'H' emblem
Showroomby Hannah MitchellMarch 25, 2026

Afeela EV Brand Fails to Leave the Factory

Sony-Honda venture cancels two planned models, the first of which had been pegged for a mid-2026 California delivery debut. The brand’s direct sales had been challenged by the state’s auto dealers, but the venture cites Honda’s EV retreat.

Read More →