SANTA MONICA, Calif. — TrueCar.com estimated that the average transaction price for light vehicles in the United States was $29,136 in November, down $735 (2.5 percent) from November 2009 and down $435 (1.6 percent) from October 2010.

"Cash for Clunkers pushed forward the sale of cheaper and more fuel-efficient cars last year, pushing luxury and SUV/truck buyers purchases into the fourth quarter," said Jesse Toprak, vice president of industry trends and insights for TrueCar.com. "This November, we're seeing a more balanced picture of the industry, even with a strong mix of truck and SUV sales."

Transaction Pricing Forecast

In addition, TrueCar.com estimated that the average incentive for light-vehicles was $2,712 in November 2010, up $12 (0.4 percent) from November 2009 and up $162 (6.4 percent) from October 2010.

"Even though incentives appear to be slightly higher this year, automakers are becoming smarter by focusing on low APR and special lease programs — strategies with relatively low costs due to near zero interest rates and much improved residual values," said Toprak.

Incentive Spending Forecast