Consumer Reports Identifies Top Luxury Cars and SUVs Under $40,000

What's Happening?

Consumer Reports has released a list of luxury cars and SUVs that are available for under $40,000, providing options for buyers seeking premium features without the high price tag. Despite the average new vehicle price in the U.S. reaching $48,907 in June 2025, these models offer a more affordable entry into the luxury market. The list includes entry-level versions of luxury brands that maintain the expected upscale interiors, refined driving dynamics, advanced safety and tech features, and sharp design. This compilation aims to offer consumers stylish and well-equipped vehicles that do not require spending over $50,000.

Why It's Important?

The availability of luxury vehicles under $40,000 is significant in the current economic climate, where tariffs have increased the cost of imported vehicles, pushing many consumers towards used models. This list provides an alternative for those who prefer new cars but are constrained by budget limitations. It highlights the potential for consumers to access high-end features and quality without exceeding their financial comfort zone. This could influence purchasing decisions and market trends, encouraging manufacturers to offer more competitively priced luxury options.

What's Next?

As consumers become more aware of affordable luxury options, manufacturers may respond by expanding their entry-level offerings to capture this segment of the market. This could lead to increased competition among luxury brands to provide value-driven models that appeal to budget-conscious buyers. Additionally, the trend may prompt further innovation in design and technology to differentiate these models from higher-priced counterparts.

Beyond the Headlines

The focus on affordable luxury vehicles may also impact the perception of luxury brands, as they balance maintaining exclusivity with accessibility. This shift could redefine what consumers expect from luxury vehicles, emphasizing value and practicality alongside traditional luxury attributes. It may also influence the broader automotive industry to prioritize affordability and efficiency in response to economic pressures.