Auto industry analysts at Cox Automotive’s Kelley Blue Book are declaring the death of the sub-$20,000 car in the United States as new car prices continue to rise.
With the recent elimination of subcompact cars like the Nissan Versa and Mitsubishi Mirage, Cox said the U.S. market “no longer has a new vehicle with an average MSRP below $20,000.”
“Last month, the Nissan Versa, with an average MSRP of $22,315, took up the mantle as America’s most affordable vehicle, but the role will be short-lived as reports suggest production of the Nissan Versa ended in December,” Cox said.
In case you missed it: The top 10 most expensive car brands at the start of 2026
Cox said its data shows carmakers sold fewer than 4,000 subcompact cars in January, despite average manufacturer’s sticker prices in the segment that were less than $26,000 in the month. That shows a subcompact car “fails to attract buyers,” Cox said.
The news comes as the average price of a new car reached $49,191 in January 2026, according to Cox.
With that in mind, the USA TODAY Cars team took a look at the top 10 cheapest auto brands in January and what their best-selling models were entering 2026.
Average January transaction price: $31,593
Percentage change from December 2025: -7.7%
Best-selling U.S. car: Mitsubishi Outlander
Average January transaction price: $34,677
Percentage change from December 2025: -0.5%
Best-selling U.S. car: Nissan Rogue
Average January transaction price: $36,089
Percentage change from December 2025: -0.4%
Best-selling U.S. car: Mazda CX-5
Average January transaction price: $36,229
Percentage change from December 2025: -1.5%
Best-selling U.S. car: Buick Encore GX
Average January transaction price: $36,414
Percentage change from December 2025: -0.9%
Best-selling U.S. car: Kia Sportage
Average January transaction price: $37,522
Percentage change from December 2025: 1.1%
Best-selling U.S. car: Subaru Crosstrek
Average January transaction price: $37,886
Percentage change from December 2025: 0.6%
Best-selling U.S. car: Honda CR-V
Average January transaction price: $37,966
Percentage change from December 2025: -0.2%
Best-selling U.S. car: Hyundai Tucson
Average January transaction price: $38,324
Percentage change from December 2025: -1.1%
Best-selling U.S. car: Volkswagen Tiguan
Average January transaction price: $40,906
Percentage change from December 2025: -0.4%
Best-selling U.S. car: MINI Countryman

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