The Real Reason SUVs Are Dominating 2026 (And 5 Ways To Score a Good Deal)

SUVs and crossovers were among the most popular vehicles on American roadways, with automotive experts estimating they account for over 60% of registrations in 2025, according to Edmunds. Meanwhile, the once popular midsize sedan only accounted for 4.5% of the market last year. Cars in general only made up 17% of the U.S. vehicle market in 2025.

The sedan's decline and the SUV's rise in popularity are part of a larger trend that has been reshaping the automotive industry in recent years. This change in consumer preference, which surprisingly has nothing to do with wanting to save money on car insurance, is driven by several factors.

The SUV's popularity also presents buyers with a chance to score an awesome deal on a new vehicle if they know the right practical steps to follow.

SUVs and crossovers now dominate new U.S. vehicle sales

Sedans used to be a fixture on American roadways, until recently. Now many automakers are choosing to phase them out of their lineups in favor of producing crossovers and SUVs that offer higher profit margins.

Automotive experts reported that SUVs accounted for a whopping 62.8% of new vehicle registrations in 2025.

Average new vehicle prices near record highs

J.D. Power has shown that the average new vehicle price in the U.S. is around $47,000. That figure represents a 40% surge from what the average new vehicle cost at the end of 2018.

New vehicles have become more expensive in part because many SUVs are loaded with features, significantly increasing their prices. For instance, only 96 models sold for $40,000 or more in 2010, according to Edmunds.

Even adjusting for inflation over the past 15 years, there were 156 models on the market at that price point in 2025. Due to inflation, vehicles that would have started at $40,000 in 2010 sold for roughly $60,000 last year.

Electrification reinforces the SUV trend

SUV architecture also suits the shift towards EV production that many automakers are embracing. With their larger body-on-frame platforms, automakers could easily swap out internal combustion powertrains for electrified ones with large battery packs, without sacrificing the practical seating and spacious cargo areas that consumers have come to expect from SUVs.

The electrification of popular SUVs, such as the Toyota RAV4, demonstrates this recent trend.

What buyers say they want

Because SUVs have higher seating positions than sedans, drivers are able to experience a better view of the road, reducing blind spots and improving overall safety.

Families and consumers with active lifestyles also enjoy that SUVs have ample cargo and seating space. They also benefit from the all-wheel-drive systems that many SUVs feature because they allow drivers to navigate all kinds of terrain and weather conditions with confidence.

How to get a better deal in an SUV-dominated market

Always negotiate the out-the-door price

Consumers should get the total price of any vehicle they are looking at by getting it in writing from the dealer before they even visit the lot.

Knowing a vehicle's total price could make it easier to spot any add-ons or exit charges that dealerships might try to sneak past buyers.

Never lead with a monthly payment figure when negotiating. Dealers may use extended loan terms, including 84-month loans that are now common, to make an expensive vehicle appear affordable on a per-month basis while significantly increasing the total amount you pay over the life of the loan.

Get preapproved financing before visiting a dealership

Preapproved financing offers buyers the opportunity to understand what the length of their loan would be, what its annual percentage rate is, and the maximum amount they could borrow.

That information could help consumers establish firm financial boundaries while they are negotiating with the dealer.

Get competing quotes before you step into a showroom

Vehicle shoppers should also consider contacting three to five dealerships to gain a better understanding of their options.

Knowing what kinds of offers exist gives buyers more bargaining power, and puts the dealerships in the hot seat, making them compete for the consumer's money, increasing the likelihood of buyers landing a favorable deal.

Shop at the right time

Shoppers are more likely to score a favorable deal on a new vehicle if they shop at the end of the month, end of a quarter (March, June, September, December), or end of the year because dealerships have monthly, quarterly, and annual sales quotas they are trying to hit at these times.

Check inventory age

Shoppers could track online listings, search vehicle history reports, and use dealership paperwork to spot vehicles that had been on dealership lots for 60 to 90 days to negotiate a better offer.

Sometimes, dealerships offer discounts on older inventory to free up space for better-selling models.

Bottom line

According to CarEdge, 2026 is a good year for buyers looking to snag a deal on a new car, estimating that more than 580,000 brand-new 2025 models are still available.

Whether buyers have their eye on a brand-new 2025 or 2026 model, it's important for them to remember that shopping around is the key to securing a good deal, just like drivers do to find a cheaper auto insurance policy.