So much for putting all that rebate cash and savings from cut-rate financing in their pockets or bank accounts. U.S. new car and truck

buyers are instead treating themselves to more upscale models or loading up their vehicle of choice with more optional equipment, according to the Detroit News.

The binge on fancy equipment has driven the average sticker price of a new vehicle sold during the first 15 days of August up to $28,911, the highest in history, according to CNW Market Research Inc. of Bandon, Ore.

But customers aren't paying that much. According to CNW, the average transaction price of vehicles sold during the first half of August was just $23,302 because of incentives.

Combining manufacturer and dealer incentives, customers were seeing an average discount of $5,609 per vehicle and spending about two-thirds of that money to upgrade. "A large

percentage of folks went into upscale models," CNW president Art Spinella said. "Not only that, they're adding options."

More and more, consumers are considering moving into vehicle segments they thought were out of their price range. The shift toward more expensive vehicles began long before the incentive war that reached full engagement following the Sept. 11, 2001, terror attacks, the Detroit News reported. According to research performed for General Motors Corp., during the 1992 model year, 15 percent of all vehicles sold were about $30,000 or more.