Incentives bring July relief to prices of bestselling cars and trucks, CDK finds CDK Global found transaction prices for the country’s bestselling vehicles declined in July as automakers increased incentives. Bestselling truck prices fell 1.8%, or $1,035, from June, marking the largest monthly drop of the year. Truck incentives jumped 30% to an average increase of $1,152, while passenger vehicle incentives rose 17% to $1,228. Bestselling car prices also declined for the first time since February, with the redesigned Toyota RAV4 contributing to the decrease. While prices remain above 2025 levels, the increased incentives could signal earlier-than-usual seasonal price relief, with CDK noting truck prices typically begin declining in August and car prices in September.