America's Most Expensive Car Brand

"In January, what is known as the "average transaction price" or ATP was up slightly from a year ago to $51,288. It demonstrates how expensive U.S. light vehicles (cars and light trucks) have become and why the industry regards this as a sales barrier. One reason for the increase year-over-year is that car companies are trying to protect their margins."

"Full-size pickup trucks, led by the Ford F-Series ( NYSE: F), command extremely high prices. Cox put this figure at over $75,000. Nevertheless, over 150,000 of these pickups were sold in January. EV ATP fell very slightly during the month. They were down by .6% year over year to $55,715. This demonstrates one of the challenges facing the EV sector."

"Cox data by parent show that the most expensive vehicles were made by Tata, a company few Americans have heard of. Based on ATP, it posted a figure of $96,935. By contrast, Ford's was $56,187, and Subaru's was $34,830. Tata, based in India, manufactures and sells Jaguars and Land Rovers, two of the oldest luxury brands in the world. Each was started as a UK company. Only 1,159 Jaguars were sold in the U.S. in 2025."

Average transaction price for U.S. light vehicles rose to $51,288 in January. Automakers reduced sales incentives in January. One reason for the year-over-year ATP increase is car companies protecting margins. Full-size pickup trucks, led by the Ford F-Series, have ATPs above $75,000 and sold over 150,000 units in January. EV ATP fell 0.6% year over year to $55,715, highlighting EV price and range/charger concerns. Cox data by parent show Tata with the highest ATP at $96,935, Ford at $56,187, and Subaru at $34,830. Jaguars sold 1,159 units in 2025; Land Rover sold 19,508. Tata vehicles are expensive and face weak demand.

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