Catalyst IQ data shows average marketed price (AMP) is approaching an all-time high—reaching $51,610 on May 26, just $30 below the record level seen in July 2023. 

Over the past year, AMP increased by $1,896 with almost 85% of that growth taking place since March 1 alone. Coupled with affordability pressures, higher interest rates, and fuel prices approaching all-time highs—up more than $1.50 per gallon over the past eleven weeks—this rapid price growth is creating additional challenges for dealers entering the summer selling season. 

"Historically, higher vehicle prices were often temporary and corrected quickly through incentives or discounting," said Rick Wainschel, Vice President of Data Science and Analytics at Catalyst IQ. "This shift is fundamentally different for the industry. Several of the most profitable vehicle categories—including full-size trucks, full-size SUVs, heavy-duty trucks, and luxury midsize SUVs—are reaching all-time highs. These MSRP-driven price increases are resetting long-term pricing levels, making them more difficult to reverse." 

This environment creates both opportunity and risk as consumer shopping behavior is influenced unevenly across segments, geographies, and vehicle configurations.  

"It comes down to understanding where demand remains resilient and looking for pockets where affordability resistance is emerging," said Wainschel. "Dealers who understand that every segment, trim and brand behaves differently in this market will be the ones who are successful in keeping business steady and earning customers' business as they navigate current economic conditions."  

To learn more about how record-high pricing is impacting the market, read the full analysis.