"This December, Americans are coming together with their loved ones to celebrate what really matters: Toyotathon. During the holidays, when car companies offer sales to clear out their leftover inventory, "well-qualified buyers" can find some of the year's best deals. You can have yourself a Happy Honda Days, make the most of the Chevy Red Tag Savings Event, or splurge during Lexus December to Remember."
"But things are a bit different this year. Cars are getting more expensive, with no relief in sight. If you can find a 2026 Toyota RAV4, the latest iteration of one of America's best-selling cars, be prepared to shell out at least $31,900-a retail price that is nearly $6,000 higher than what it was five years ago. A 2026 Chevrolet Suburban will put you out at least $63,400, which is about $10,000 more than it was five years ago as well."
"Car buyers are fed up, and their politicians are noticing. Earlier this month, President Donald Trump gutted fuel-efficiency standards on the car industry in a ploy, he said, to make vehicles more affordable. But his administration has claimed the move might eventually save Americans roughly $1,000-not enough to offset the effects of Trump's tariffs, which have contributed to thousands of dollars in new costs. The same week, he also urged carmakers to bring Japan's ultra-cheap micro-cars to the United States."
Holiday promotional events such as Toyotathon, Happy Honda Days, and Lexus December to Remember traditionally offer discounts for well-qualified buyers. New-vehicle prices have climbed substantially, with the average new car price near $50,000 in 2025. Specific models illustrate the trend: the 2026 Toyota RAV4 starts around $31,900, roughly $6,000 more than five years ago, while a 2026 Chevrolet Suburban begins near $63,400, about $10,000 higher than five years prior. Industry data show the quickest rate of acceleration ever in new-car pricing. Policy changes and tariffs have contributed to higher costs and increased political scrutiny.
Read at The Atlantic
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