Fewer features, more value: Why some Americans are buying simpler cars

A growing number of car buyers are opting for cheaper, more basic vehicles, a sign that average new vehicle prices near $50,000 are pushing drivers to rethink what they actually need.

Many buyers "just want something to get them from A to B, and they don't want to pay a lot of money," says Amelia Dalgaard, founder of Motorhead Mama, an automotive advice site.

Instead of bigger SUVs or higher trims — versions of a model with more features and elevated prices — many shoppers are sticking with simpler options like compact sedans, entry-level pickups or the most basic version on the dealer's lot. Sales of lower-cost models and base trims have risen in recent years as vehicle prices have climbed, according to automaker data.

That often means simpler interiors: cloth seats, manual adjustments, analog gauges, physical buttons and dials and a more modest touchscreen.

"Would I like to have roof rails, heated seats or trailer capacity? Sure. Do I need them? Not at all," says Javier Fernandez, a Pennsylvania driver who bought a base 2024 Nissan Versa.

Buyers are increasingly focused on value, industry experts tell CNBC Make It, even as options near $30,000 have shrunk and automakers continue to prioritize higher-priced models.

More buyers are choosing lower-cost vehicles

Sales data from automakers including Ford, Nissan and Hyundai shows more buyers are choosing lower-cost vehicles and base models.

For many buyers, the decision comes down to cost, Dalgaard says: "Consumers are wising up to the fact that they don't need all the technology…they're not going to pay for something they don't need."

The Ford Maverick, one of the lowest-priced pickups on the market, has seen sales climb from about 94,000 units in 2023 to more than 155,000 in 2025, according to Ford sales data. Sales of the entry-level XL trim rose 105.1% in the three months ending December 2025.

"I really liked the truck's mix of utility with the bed, affordability with the price and fuel efficiency with the hybrid drivetrain," says Bryan Jarrell, a Pennsylvania driver who bought a base XL Maverick in 2024.

A similar pattern is playing out at the lower end of the sedan market.

The budget-friendly Nissan Versa, which starts at about $17,000, has also rebounded, rising from roughly 25,000 sales in 2023 to more than 51,000 in 2025, according to the company's sales data.

Fernandez, who bought a base 2024 Versa, says the car averages about 42 miles per gallon and costs him roughly $320 a month in gas, helping him save hundreds of dollars a month overall compared with more expensive vehicles.

Demand is also shifting toward smaller SUVs, with entry-level models like the Chevrolet Trax and Nissan Kicks drawing budget-conscious buyers who still want the size and utility of an SUV. Sales of the Chevrolet Trax rose 89% between 2023 and 2025, while Nissan Kicks sales increased 55% over the same period, according to company data.

At the same time, Jeff Bezos-backed Slate Motors is working on a stripped-down electric pickup expected to be priced in the mid-$20,000s — a price point that would put it well below most new trucks on the market. The vehicle is designed to leave out features like large touchscreens and power-operated controls in favor of a simpler interior, a concept that has already drawn more than 160,000 refundable reservations, according to the company.

Higher-end vehicles still dominate the market

Despite rising demand for lower-cost models, affordable options remain limited.

In March 2025, only 26 models had average transaction prices below $30,000, accounting for roughly 14% of total U.S. sales, according to data from Cox Automotive. Many of those vehicles are built outside the U.S. and are now subject to new tariffs, making them particularly vulnerable to further price increases, the firm says.

Automakers have also been pulling back from entry-level models, with several discontinued in recent years. The Nissan Versa, for example, was discontinued after the 2025 model year as part of the company's broader product strategy, Nissan says.

Instead, the market remains dominated by larger, more expensive models, which tend to carry higher profit margins than smaller cars. Automakers like Ford Motor Company, General Motors and Stellantis have increasingly focused on higher-priced trucks and SUVs in their product lineups.

"The market is very slow to respond to affordable cars," says Lauren Fix, automotive analyst at The Car Coach. "Brands make their profits on high-end trims."

That helps explain why larger, more expensive models still dominate sales. The Ford F-Series sold about 830,000 units in 2025, making it the country's top-selling vehicle line, according to company sales data.

Car shoppers zeroing in on price

Car shoppers appear to be more focused on affordability when researching vehicles online.

"We are seeing significant growth in searches around 'how much can I afford' and increased use of payment calculators," says Tessa Nadik, who works on consumer car-shopping data at Cox Automotive.

Affordability-related searches have risen about 16% in the past six months, according to Cox Automotive data. Search interest is also rising for smaller, lower-cost vehicles, with queries for subcompact SUVs up about 8.5% year over year and compact cars up roughly 12.7%, per Cox.

Costs are rising, too. With average monthly payments for new cars now at $767, some buyers are rethinking what they're willing to pay, Dalgaard says.

And when younger buyers enter the market, that focus on affordability may become more common, Nadik says. "They care less about features and functionality, and they care even more about affordability and making the right decisions," she says.

"I think particularly young people are less optimistic about their financial future," Dalgaard says. "They're concerned that they won't be able to afford buying a house, job insecurity is real, and the last thing people want is to be saddled with a big loan."

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