- America’s car dealers hold their biggest annual gathering this week.
- They’re using the time to talk about affordability and press manufacturers for solutions.
America’s car dealers gather in Las Vegas this week for their biggest annual gathering, the National Automobile Dealers Association’s NADA Show. The event is traditionally a major venue for communication between the people who sell cars and the companies that build them.
This year, dealers have an overarching message: We need more affordable options for shoppers.
The message is the same for every automaker.
Bill Feinstein, vice president of dealer giant Lithia Motors, chairs a board of dealers that advises Honda. He told industry publication Automotive News, “Honda must start thinking a little bit differently about vehicle content and packaging to drive value for their customers.”
George Haddad of Haddad Auto Group plays the same role for Toyota. He told AN, “We just want to work and make sure that we keep affordability at the forefront of Toyota’s decisions.”
Steve Blasing owns Westlie Ford in Minot, N.D., and chairs a similar board for Ford. He said, “We feel the affordability can be addressed two different ways: the right mix of product and then having the right lease and retail message for an affordable payment.”
Don Hall, CEO of the Virginia Automobile Dealers Association, cautioned that longer and longer auto loans are not the solution. They leave customers with negative equity, unable to trade in an aging car, he noted.
The Problem in Numbers
- The average new car buyer spent a record $50,326 in December.
- Automakers have all followed a similar strategy in recent years, canceling inexpensive cars and designing more high-end models.
The price paid for the average new car hit a record high in December — $50,326.
Consumer choice has played a role, with sales of luxury models surging in 2025. Full-size truck sales also hit a 5-year high in December, with many choosing luxurious models. The average full-size truck sold for $66,386 that month.
But the cars consumers can choose have grown more expensive, as well. Automakers keep canceling affordable models and designing more and more high-end vehicles.
In 2017, automakers built 61 models priced at $60,000 or more. By the end of 2025, they built 114.
In 2017, they built 36 models priced at $25,000 or under. Today? Four.
Nissan recently canceled the last car available under $20,000.
That is leaving new cars out of reach for many Americans. Kelley Blue Book parent company Cox Automotive recently found that households with $150,000 or more in annual income now buy 43% of all new cars, up from about a third before the COVID-19 pandemic.
Dealers are using the NADA meetings to push automakers to adjust. CBT News reports, “dealers plan to press automakers for a wider range of trim options, competitive entry‑level pricing, and concerted marketing efforts that align with buyer expectations in a high‑cost environment.”
