Two of Every Three New Vehicle Models Rose in Price in the Past Two Weeks, But Average Marketed Price (AMP) Falls as Manufacturers Shift Inventory Mix to Lower Cost Models
GRAND RAPIDS, Mich., June 26, 2025 /PRNewswire/ -- Two out of every three new vehicle models in the United States rose in price in the past two weeks, according to Average Marketed Price (AMP) data tracked by automotive data analytics firm Cloud Theory.
However, even as most models rose in price, the AMP for the entire industry fell as automotive manufacturers shifted their inventory mix to lower priced models. From June 10 to June 23, the AMP was $49,755, down $239 from the prior two weeks (May 27-June 9).
"Tariffs are forcing OEMs to evaluate every aspect of their businesses, including what vehicles are built," said Rick Wainschel, Vice President of Data and Analytics for Cloud Theory. "As OEMs work to combat tariff-related price increases, they are shifting a portion of their inventory mix to lower-priced vehicles to help hold down overall average prices."
Wainschel pointed to the Small- and Mid-Size SUV segments, where inventory has jumped significantly. From June 10-23, for Small-Size SUVs with an AMP of $32,359, inventory increased by 18,847 units; for Mid-Size SUVs with an AMP of $38,593, inventory increased by 15,485 units. At the same time, the more expensive Full-Size Trucks (AMP of $58,380), inventory decreased by 7,068 units.
The shift in inventory mix helped the automotive industry lower overall prices by $239 when comparing June 10-23 to May 27-June 9. If the segment inventory mix had remained static, the AMP in the current period (June 10-23) would be $50,197, or $203 higher than the previous 14 days.
Overall inventory has dropped by 455,000 units from December 2024 (3.301 million) to June Month-to-Date (2.846 million). Inventory in nearly every segment has dropped, led by Mid-Size SUVs (-85,020), Full-Size Trucks (-50,665) and Heavy-Duty Trucks (-48,299).
"A combination of consumer pull-ahead demand and manufacturer uncertainty is contributing to an overall drop in vehicle inventory as the industry continues to closely monitor the long-term impact of tariffs," Wainschel said. "It is likely that manufacturers will continue to adjust their inventory mixes to meet customer demand for reasonably priced new vehicles, while remaining cautious about overall inventory levels."
About Cloud Theory
Cloud Theory is more than a concept. It is the eye of the storm, where cutting-edge data, software, and artificial intelligence meet deep industry knowledge and experience. Built for automotive manufacturers, agencies, and affiliates, Cloud Theory enables our customers to understand – in real time – the complex competitive world in which they do business and to make bold decisions that drive them forward. The combination of billions of data points, interactive tools, and expert consulting gives our clients the ability to weather any storm and find their way to clear blue skies. Learn more at cloudtheory.ai. To learn more about our entire portfolio of automotive brands, visit www.advancelocalautomotive.com.
About Advance Automotive
Created in 2017, Advance Automotive is a portfolio of automotive, technology, marketing, data, and software businesses providing AI-driven marketing solutions in the automotive industry. Advance Automotive includes independently operated agencies, ZeroSum, Adpearance, and Search Optics, as well as affiliate solutions from Cloud Theory and Hoot Interactive. Advance Automotive is part of Advance Local, a key unit of Advance, a privately held company founded in 1922.
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Mike DeVilling
SOURCE Cloud Theory
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