The estimated average transaction price for light vehicles in the United States was $36,978 in November 2018, up 2 percent year-over-year. Much of the growth took place in the pickup truck and mid- to full-size SUV segments, highlighting affordability concerns in more mainstream small SUV and car categories. However, incentives are making up the difference. Incentives on car segments are falling as production declines, and rising in SUV segments where competition is growing, said Kelley Blue Book in a press release.
