With more car buyers opting for cheaper, more basic vehicles, and the average new car price nearing $50,000, drivers may need to rethink what they actually need.
Amelia Dalgaard, founder of car advice site Motorhead Mama, said many buyers “just want something to get them from A to B, and they don’t want to pay a lot of money.”
Instead of larger SUVs and more upscale trims (versions of models with more features and higher prices), many shoppers are sticking with simpler options like compact sedans, entry-level pickups, or the most basic versions on dealer lots. According to automaker data, sales of lower-priced models and base trims have increased in recent years as vehicle prices have risen.
That often means a simpler interior, with cloth seats, manual adjustments, analog gauges, physical buttons and dials, and a more subtle touchscreen.
“What about roof rails, heated seats, trailer capacity? Absolutely. Do I need them? Absolutely not,” said Javier Fernandez, a Pennsylvania driver who purchased a base 2024 Nissan Versa.
Even as options around $30,000 shrink and automakers continue to prioritize higher-priced models, buyers are increasingly focused on value, industry experts told CNBC Make It.
More buyers are choosing lower priced vehicles
Sales data from automakers like Ford, Nissan, and Hyundai shows that more buyers are choosing lower-priced vehicles and base models.
For many buyers, the decision comes down to cost, Dalgaard said. “Consumers are becoming more aware of the fact that they don’t need all the technology…They’re not going to pay for something they don’t need.”
Sales of the Ford Maverick, one of the lowest-priced pickup trucks on the market, rose from about 94,000 in 2023 to more than 155,000 in 2025, according to Ford sales data. Sales of the entry-level XL trim rose 105.1% in the three months to December 2025.
“I really liked the combination of this truck’s bed and practicality, price and affordability, and fuel economy with the hybrid drivetrain,” said Brian Jarrell, a Pennsylvania driver who purchased a base XL Maverick in 2024.
A similar pattern is occurring at the lower end of the sedan market.
The affordable Nissan Versa, which starts at about $17,000, is also rebounding, with sales increasing from about 25,000 in 2023 to more than 51,000 in 2025, according to company sales data.
Fernandez, who bought a base 2024 Versa, said his car averages about 42 miles per gallon and costs about $320 a month in gas, saving him hundreds of dollars a month overall compared to a more expensive car.
Demand has also shifted toward smaller SUVs, with entry-level models like the Chevrolet Trax and Nissan Kicks still appealing to budget-minded buyers looking for the size and practicality of an SUV. According to company data, Chevrolet Trucks sales rose 89% from 2023 to 2025, while Nissan Kicks sales rose 55% over the same period.
At the same time, Jeff Bezos-backed Slate Motors is working on a bare-bones electric pickup truck expected to be priced in the mid-$20,000s. This price is significantly lower than most new trucks on the market. The vehicle was designed without features such as large touchscreens or electronic controls in favor of a simpler interior, and the company says the concept has already attracted more than 160,000 refundable reservations.
Luxury cars still dominate the market
Despite the growing demand for lower-priced models, affordable options remain limited.
As of March 2025, just 26 models had an average transaction price below $30,000, accounting for about 14% of total U.S. sales, according to Cox Automotive data. The company says many of these vehicles are manufactured outside the United States and are currently subject to new tariffs, making them especially vulnerable to further price increases.
Automakers are also retreating from entry-level models, with several models discontinued in recent years. The Nissan Versa, for example, will be discontinued after the 2025 model year as part of the company’s broader product strategy, Nissan said.
Instead, the market is still dominated by larger, more expensive models, which tend to have higher profit margins than smaller cars. Automakers such as Ford Motor Co., General Motors Co. and Stellantis are increasingly focusing their product lineups on higher-end trucks and SUVs.
“The market has been very slow to respond to affordable cars,” said Lauren Fix, an automotive analyst at The Car Coach. “Brands are profiting from premium equipment.”
This helps explain why larger, more expensive models still dominate sales. According to the company’s sales data, the Ford F-Series sold approximately 830,000 units in 2025, making it the best-selling car line in the country.
Car buyers focus on price
Car buyers seem to value affordability when researching cars online.
“We’ve seen a significant increase in searches for ‘how much can I afford’ and increased use of payment calculators,” said Tessa Nadik, director of consumer car purchase data at Cox Automotive.
According to data from Cox Automotive, affordability-related searches have increased by about 16% over the past six months. According to Cox, search interest in small, low-priced cars is also increasing, with searches for subcompact SUVs up about 8.5% and searches for compact cars up about 12.7% year over year.
Costs are also rising. Dalgaard said the average monthly payment for a new car is now $767, and some buyers are reconsidering how much they’re willing to pay.
And as younger buyers enter the market, a focus on affordability may become more prevalent, Nadik says. “They care less about features and functionality and more about affordability and making the right decision,” she says.
“I think young people in particular are less optimistic about their economic future,” Dalgaard says. “They’re worried they won’t be able to afford a home, job insecurity is real and the last thing people want is to take on a large mortgage.”
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