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Luxury Car Buyers Surge as Affordability Wanes

1/30/2026

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Summary

Story summary

Cox Automotive reports a shift in new-car buying by income, with the share of buyers earning less than $100,000 dropping from 50% in 2020 to 37% in 2025, while buyers earning over $200,000 rose from 18% to 29%.
The shift comes as average new-vehicle prices hover around $51,000, signaling affordability pressures.
Experts warn that if the trend continues, automakers could face significant harm in the coming years.

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Story summary

Cox Automotive reports a shift in new-car buying by income, with the share of buyers earning less than $100,000 dropping from 50% in 2020 to 37% in 2025, while buyers earning over $200,000 rose from 18% to 29%.
The shift comes as average new-vehicle prices hover around $51,000, signaling affordability pressures.
Experts warn that if the trend continues, automakers could face significant harm in the coming years.