I'm Keith Laing, and I report on automotive news, conduct vehicle reviews and write consumer advice for USA TODAY. If you have topic suggestions, consumer advice, maintenance questions or general queries, you can reach me at klaing@usatodayco.com.
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How much do you care about affordability? |
Only eight major car brands averaged sale prices below $40,000 in the United States in September 2026, as the average price of a new vehicle neared an all-time high above $50,000.
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Consumers paid an average of $52,331 for new cars in September 2026, according to market data compiled by Cloud Theory's MotoMiner platform and USA TODAY Co.'s LocaliQ Automotive. The average new-car price in September rose 0.7% from $51,973 in August and 5.1% from $49,775 in September 2025.
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Polls show affordability is usually a top concern for car shoppers, but surprisingly it's not always number one. It ranked third among factors driving consideration of non-luxury car models in the first half of 2026, according to a study from Cox Automotive. Those shoppers prioritized durability and safety over affordability, despite the current record high stickers prices.
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Now, it's your turn: What's the most you'd be willing to pay for a new car? Also, what's the most you've ever paid for a new car, and what type of car was it? (Send pictures if you have them!)
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Email me at klaing@usatodayco.com to let me know. Your responses may be used in future stories, so please also include your full name and location!
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Take a spin through the week in cars |
We're working on a story about why international car makers are making a different bet on sedans compared to Detroit automakers, especially in light of rising car prices. If you've been in the market for a cheaper sedan, what did you decide to buy? What did you think of the options you had?
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Email me at klaing@usatodayco.com and share your advice for anyone who is in the car market at this time of elevated gas prices.
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Tesla’s new Roadster went airborne using SpaceX-inspired thrusters. Here’s how the stunt worked and what buyers can actually get.
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Only eight major car brands averaged sale prices under $40,000 in September, as overall average new-car prices neared an all-time high over $50,000.
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Genesis is Hyundai's luxury brand that initially started as a sedan nameplate for the South Korean automaker.
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I drove the 2026 Toyota 4Runner TRD Pro Wave Maker for a week. Here's why the rugged family SUV blew my mind.
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Demand for Ford's F-150 Lightning electric pickup has surged in recent months, despite the automaker's decision to pivot to a long-range hybrid.
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Ford isn't producing the F-150 Lightning anymore, but there are plenty of hybrid and diesel alternatives. Check out these trucks instead.
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Charles Singh of USA TODAY Cars takes an inside look at the unique 2026 Toyota 4runner, highlighting its performance and comfortable interior.
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