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Photo: Spencer Platt (Getty Images)

In December of 2020 the average price of a new car in this country topped $40,000 for the first time ever. Nearly a year later, we can wave goodbye to the $45,000 mark.

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September’s $45,031 average makes for the sixth-consecutive month of rising average new car prices, each one setting a new record high, according to Kelley Blue Book. In August it was $43,418. Blame SUVs and full-size pickups comprising ever-larger slices of the overall sales pie, compared to back in the summer when smaller crossovers and passenger cars were stronger. Luxury brands shifted more vehicles last month, too.

Still, the overall number of cars sold in September was down 7.3 percent compared to where it’d been in August. That leaves September as one of the worst-performing months in terms of sales volume of the last 10 years.

So, in short, fewer new cars left the lots but more of them were on the pricier side. KBB’s average prices don’t factor incentives, but those have roundly diminished across the board, too:

Incentive spending fell in September to another record low, dropping to 5.2% of [average transaction price] last month, a decrease from 5.6% in August 2021 and well below the 10.0% of ATP recorded in September 2020. Porsche, Land Rover, Genesis, Subaru and Toyota had among the lowest incentive spend last month, all 3% of ATP or lower. On the other hand, Alfa Romeo, Buick, Fiat and Infiniti each had incentive levels above 10% of ATP.

Even among those four brands more desperate for sales, average transaction prices still rose — by 2.6 percent in Fiat’s case and 3.5 percent for Buick, for example. In fact, Acura, Ford, Mini, Subaru and Volkswagen were the only makes surveyed that tended to sell cars for less money in September than they had in August. Subaru appeared to have a particularly difficult September thanks to the chip shortage, even though Crosstreks reportedly spent fewer days on lots than any other nameplate.

And if we hone in on the luxury badges, well, things are truly getting out of hand:

Luxury sales accounted for 16.6% of total market sales, up from 15.1% in September 2020. Luxury share in September was among the highest in the past decade, and luxury buyers paid an average of $60,845 for a new vehicle last month. Further, many luxury brands, notably Acura, Cadillac, Genesis and Mercedes-Benz, achieved year-over-year ATP gains in excess of 20%. Cadillac, for example, saw ATPs jump up more than 32% last month, reaching $81,939.

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Year-over-year average transaction price gains in excess of 20 percent! For an idea of what that looks like in raw prices, the average new Mercedes-Benz cost $59,899 in September 2020. Last month, it cost $75,369. That’s what a 25.8-percent rise represents.

Fair enough, you might think, if those who can pay more choose to — but of course this phenomenon isn’t limited to fancy new cars. Wholesale prices of used cars are also setting records after it seemed they might taper off late in the summer. It’s no surprise that nearly half of new car buyers KBB surveyed in August said they’ll probably delay their shopping for several months to a full year. Anyone brave enough to bet that things will be better by then?

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In a recent podcast episode of “The Drive with Alan Taylor,” Taylor opens the show talking about selling his rare 2020 Shelby GT500 on the online auction platform AutoHunter.

Dick Messer, classic car excerpt and former executive director of the Petersen Museum, joins the show to discuss what’s most important when you are getting ready to sell your classic cars.

Next, George Kennedy II, co-founder of Cartender, shares his experience driving a Subaru WRX STI S209 – a special edition sedan limited to 209 examples for the U.S.

The conversation switched gears with guest Brian Moody, executive editor for Autotrader.com, as the duo talks about the least expensive new cars you can buy on the market.

Alan wraps up the show talking about different cars he’s had in his collection.

Episode Highlights:

[00:00:00] – AutoHunter

[00:06:46] – Rare Beauty

[00:12:31] – 100k

[00:19:51] – Limited Stock

[00:28:58] – Nanny Mode

[00:35:54] – Strictly Automatic

[00:42:16] – Brand Loyal

[00:48:17] – Lexus + Luxury = Loyalty

[00:54:47] – Blackout

[01:02:07] – Ahead of Its Time

[01:09:17] – Cheap but Good Quality

[01:18:07] – Hot August Nights

To learn more about “The Drive with Alan Taylor,” visit the podcast’s website.

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Image: Getty (Getty Images)

For buyers looking for a new ride before the summer Memorial Day weekend is, historically, a pretty good time to buy. Most automakers and dealers would be clearing out previous model-year inventory with competitive discounts. This year is different, and you should probably just stay home. If you insist on buying a car this summer, follow these tips.

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Our friends at Lifehacker did an excellent breakdown of how this might be the absolute worst time to buy a new or used car. It’s worth a read, but the short version is that inventory is down and prices are up. There also doesn’t seem to be any relief in sight with some analysts predicting that a market correction may not happen until 2023.

Furthermore, there is a pretty good chance that the car you want isn’t even available. Several major automakers including Subaru and Toyota have closed factories due to the microchip shortage. Therefore, the likelihood of you finding a “deal” on this holiday weekend is slim.

If you can’t put off getting a new ride for a while and you are going to be in the car market this summer, here are some tips to keep in mind.

  1. Don’t be picky: If you have to have a specific car in only one color with a narrow set of options you are setting yourself up for a world of frustration. I was speaking with a buyer looking for a RAV4 TRD in Lunar Rock. I ran a search and there are only 50 RAV4 TRD trim models available in the entire country, only a handful of those was “grey” and an even smaller number were the Lunar Rock. The greater your level of flexibility on the model of your choosing the better your chances of success.
  2. Consider other model alternatives: The truth is that it is very hard to find a “bad car” nowadays. While some models may be better than others, building in some cross-shopping between a few brands is going to give you more options to find a competitive price. The inventory shortages are impacting everyone, but some cars are much easier to find than others. You may want to think about buying a “hold-me-over” car if you need something now. This is a vehicle that will do the job but might not be something you love, but it can get you through this transition time, and when the market changes you can trade it in for your preferred model.
  3. Cast your net wide: This one is obvious, but don’t think you only have to shop within your market region. If you open up your search within several hundred miles of your location you are more likely to find a match, and you have more leverage to get the best price. I recently helped a client in the DC metro with a WRX STI, and the dealers in FL and Ohio were surprisingly competitive with their deals. Even with shipping costs, he was still saving money over the local stores.
  4. Understand that a “deal” is relative: You can’t compare prices this year to last year and you definitely can’t compare what you paid for a similar model a few years ago to what you may pay today. In some cases for some cars, full sticker price might be the “best” deal you can get if many dealers are charging over sticker for a popular model. As always you want to compare the out-the-door price for new cars to see who is offering the lowest total transaction cost. The key here is to have a frame of reference when it comes to your pricing. I recently was working on a brand new Honda Odyssey deal and the discounts ranged from nothing, with a few dealers offering only $500 or $1,000 off the MSRP. One dealer came down $2,800. Based on previous years, $2,800 off a $40,000 van wouldn’t seem that great, but when compared to the rest of the field that was the deal.

Of course, before you step foot into a dealership you should have a handle on your budget and your credit. Running the math ahead of time and knowing what you can and cannot afford, is the best way to avoid being ripped off.


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