US buyers set a new record for large-truck spending in Dec 2025, pushing average prices to historic highs. Learn what’s driving the surge.
Record‑High Average Prices
Kelley Blue Book reports that the average transaction price (ATP) for a new vehicle hit $50,326 in December 2025, up 0.8% from December 2024 and 1.1% from the previous month.
Full‑Size Pickups Lead the Charge
According to Cox Automotive, the average price of large pickups such as the Ford F‑150 and Chevrolet Silverado reached $66,386 in December, a modest 1.9% rise year‑over‑year. More than 233,000 units were sold, turning the segment into a powerful economic engine that lifted industry‑wide price averages.
Pickups Remain the “Money‑Printing Machine”
The surge comes during one of the most profitable months in U.S. automotive history, underscoring that pickups continue to be the backbone of dealer revenue.
Drivers Behind the Price Jump
Higher averages aren’t just a reflection of inflation. Cox data show that nearly 20% of December buyers opted for premium‑trim models, a figure that excludes ultra‑luxury pickups that now feature high‑end interiors and cargo‑box upgrades.
MSRP Hits New Peaks
The manufacturer’s suggested retail price (MSRP) also set a record at $52,627, 1.2% above December 2024. This marks eight consecutive months with an MSRP above $50,000.
Electric Trucks: A Mixed Bag
Average transaction prices for electric vehicles slipped slightly from November but stayed above $58,000 year‑over‑year. Generous incentives—reaching an unprecedented 18% discount, more than twice the average for internal‑combustion models—helped lift December EV sales to over 84,000 units.
Despite the rebate boost, total EV sales for 2025 are projected at 1.28 million units, a 2% dip from 2024.
What’s Next?
Analyst Erin Keating of Cox Automotive notes that the ATP metric reflects vehicles actually sold, not just inventory levels. With premium purchases at a six‑year high, the market may see continued upward pressure on both transaction and MSRP figures.