CDK data shows transaction prices fell for the bestselling trucks and cars in July as automakers increased incentives. July marked the first monthly decline in transaction prices for bestselling cars since February. In July, increased incentives helped lower transaction prices for many of the country’s bestselling vehicles. According to the report, the average transaction price for bestselling trucks fell by 1.8% from June, reducing the average buyer’s cost by $1,035. Truck incentives increaseAverage incentives for bestselling trucks rose by $1,152 from June, representing a 30% monthly increase and a 29% increase from July 2025.