New cars cost over $50K. Here are 9 brands you can buy for under $40K

Only nine major car brands averaged sale prices under $40,000 in the United States in August 2026, as overall average new car prices topped $50,000 and car shoppers are feeling the pinch.

Consumers paid an average of $50,089 for new cars in August 2026, according to Cox Automotive's Kelley Blue Book. The average August price for new cars was up 0.5% from July's average of $49,855, and it was also a 2.2% increase over August 2025's average, according to the group.

Cox also said automakers' average manufacturer's suggested retail price (also known as the sticker price) was $51,852, which the group said was 0.4% higher than the average sticker price of $51,621 in July 2026.

Erin Keating, an executive analyst for Cox Automotive, said in a statement

that her group's data shows Americans are adjusting to stubbornly high average new car prices by moving toward more affordable segments, but even that can only save them so much.

"We expected transaction prices to move back above the $50,000 mark in 2026, as new-vehicle prices typically increase through the year and especially in the second half, when next-model-year vehicles begin arriving at dealerships," she said. "New-vehicle price inflation is real, but automotive price increases have been moderate in recent years and remain below the long-term average of roughly 3%."

Keating added: "At the same time, many American households are under significant financial pressure, which is steering more shoppers toward lower price points. The continued strong growth of subcompact SUVs highlights how important affordability remains in today's market."

With that in mind, the USA TODAY Cars team took a look at the nine auto brands that had average sale prices in August below $40,000, and their best-selling models.

1. Mitsubishi

A 2026 Mitsubishi Outlander Trail Edition in the showroom at City Auto Mitsubishi dealership in Murfreesboro, Tennessee, U.S., March 31, 2026. REUTERS/Seth Herald

Average August transaction price: $35,661

Percentage change from July: +4.8%

Best-selling U.S. car: Mitsubishi Outlander

2. Mazda

A Mazda CX-5 sits on the outdoor test track that the Insurance Institute for Highway Safety uses for braking and headlight tests at its Vehicle Research Center that is located in Ruckersville, VA

Average August transaction price: $36,824

Percentage change from July: -1.4%

Best-selling U.S. car: Mazda CX-5

3. Buick

Buick Envista SUV's sit on the lot of a Buick GMC dealership in Detroit, Michigan, U.S., April 18, 2025. REUTERS/Rebecca Cook

Average August transaction price: $36,901

Percentage change from July: 0.0%

Best-selling U.S. car: Buick Envista

4. Nissan

Beige is the ninth most popular car color coming into 2026, with 0.4% of all shoppers choosing new vehicles in that color, according to a recent survey from <a target= ISeeCars.com. Pictured here is the 2024.Nissan Rogue." id="84444019007">

Average August transaction price: $37,343

Percentage change from July: +0.7%

Best-selling U.S. car: Nissan Rogue

5. Subaru

The Subaru Crosstrek is third cheapest car to insure of 2026, with an average annual cost of $2,207, according to Compare.com.

Average August transaction price: $37,366

Percentage change from July: -0.1%

Best-selling U.S. car: Subaru Crosstrek

6. Hyundai

The Hyundai Tucson, pictured here at 2026 Alliance for Automotive Innovation's Auto Tech Showcase that took place at Audi Field in Washington, D.C.

Average August transaction price: $37,382

Percentage change from July: +0.1%

Best-selling U.S. car: Hyundai Tucson

7. Honda

Honda CR-V owners typically owe $4,722 more than their cars are worth at trade-ins, according to Edmunds.

Average August transaction price: $37,805

Percentage change from July: +0.1%

Best-selling U.S. car: Honda CR-V

8. Kia

The Kia Sportage is the tenth cheapest used small SUV that is also among the safest vehicles for teen drivers, according to the Insurance Institute for Highway Safety and Consumer Reports. Its average used price is around $8,600.